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Personal Trainer Magazine

Fitness. Dedication. Success.

Issue 8

SOCIAL
MEDIA
ISSUE
SOCIAL MEDIA TIPS & TRICKS
DIGITAL COPY WRITING
FACEBOOK ADS
YOUTUBE MARKETING
... AND MUCH MORE

FOUNDER OF FitRanX

NICK RIANS
SURPRISING STORY
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Personal Trainer Magazine
Fitness. Dedication. Success.

INTRODUCTION
Personal Trainer Magazine
Personal Trainer Magazine was created with you in mind.
You love fitness. You feel rewarded when you help your cli-
ents reach their goals. You love the active lifestyle. And,
you realize you can and deserve to make a great living while
helping people add value to their lives.

PUBLISHER For these reasons, PTM brings you the perfect combination
Dr. John Spencer Ellis of science, application, business and personal development
skills.
MARKETING MANAGER
Jeannene Ritchie
Regardless of your niche in the fitness industry, you will find
COMMUNICATION
COORDINATOR effective and easy-to-understand methods for enhancing
Michelle Adams the lives of others while you are personally fulfilled.
EDITORIAL DIRECTOR
Scott Gaines We welcome your comments, questions and critique of
ART DIRECTOR
PTM. This is your magazine. If you want to see something
Kelli Ellis featured, please let us know. If youd like to contribute, our
EDITOR AND PROJECTS
editorial department would like to hear from you.

CONTENTS
MANAGER
John Spencer Ellis
SENIOR PROJECTS EDITOR
Sophia Elizabeth
Publishers Page ................................................................. 03
EDITORIAL SUPERVISORS
Scott Gaines

SENIOR GRAPHIC DESIGNER


How to Advertise on Faceboook .......................... 5 - 12
Catherine Holman
COPY EDITORS How to use the Twitter Dashboard ...................... 13 - 18
Catherine Holman

Influencer Marketing 101 ...................................... 20 - 26

Be A Content Marketing Whiz ............................. 27 - 30

Scaling Your Online Business ............................... 32 - 37

A Guide to YouTube Marketing .......................... 39 - 43

Latest Snapchat Marketing Tips .......................... 45 - 48

An Introduction to SEO ........................................ 50 - 55


Contact: nestapinterest@gmail.com

Secret To Writing Marketing Copy .................. 57 - 60

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Personal Trainer Magazine
Fitness. Dedication. Success.

SNAP CHAT
47 MARKETING TIPS

63 THE ROAD TO SUCCESS IS NOT


ALWAYS SUNSHINE & RAINBOWS 75 TOP EMAIL
MARKETING TIPS

COVER STORY: Nick Rians, FitRanX.. 61 - 66

Hottest Social Media Marketing Tips ..... 68 - 71

Top 10 Email Marketing Tips ................... 73 - 75


TOP 5 RICHARD
JSEs Top 5 Digital-Marketing Tips ....... 77 - 80 90 BRANSON TIPS

Build a Huge Fitness Twitter Tribe ....... 82 - 86

Richard Bransons Top 5 Most Tips ....... 88 - 90

Ultimate Pinterest Marketing Guide ..... 92 - 99

Top 30 Public Speaking Tips ............... 101 - 112


TOP 30 PUBLIC
100 SPEAKING TIPS
A Top Wellness Trend for 2017 ............... 113 - 115

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Personal Trainer Magazine
Fitness. Dedication. Success.

PUBLISHERS PAGE
I wish I learned this when I was just getting started as a fitness
and coaching pro.

And its so simple, too! Have you ever just thought....

I wish I knew _______ earlier, so I could avoid the PAIN, FRUS-


TRATION and WASTED TIME!

Me, too!

And, I bet that _______________ can be filled with 20 different


things. Maybe more!

Theres one thing that Ive learned (and now practice daily).

The result?

I now enjoy greater levels of personal fulfillment, business


success, contribution and annual revenue.

So, what is it?

Its doing what the pros do!

What do I mean? When is the last time you spent a good amount of time learn-
ing something that is foreign, but you know you need those
Simple example: I recently read an interesting study that ana- skills to become a top 2% performer.I think you get the idea.
lyzed why some top amateur golfers never turn pro. The an- If you want to be in the middle of the pack, do nothing.
swer was compelling and yet incredibly simple. First, they
were not willing to do what the pros do on a regular basis. If you dont desire to dramatically increase your monthly rev-
They stayed home if it rained. They left the driving range early. enue, do nothing.
They would not hire the coaches needed to make the subtle
If you dont want to become a true industry leader, do noth-
differences in their game.
ing.
What is the result of not going pro? I estimate between $1M
You will stay (or arrive) - in the middle. Thats okay, if thats
- $50M over a pro career. And, of course, there is fame, VIP what you want.
experiences and exotic travel. Yeah, sounds horrible, huh?
I bet you want more.
In short, the people never reached the top because they
played small, thought small, didnt do what is needed, and If you want be average, do average things with average peo-
they thought they had all the answers. ple. You cannot do epic shit with average people. Bold......
and true!
So, ask yourself this.... Are you doing absolutely everything it
takes (including being uncomfortable) to be a pro? And, by Never let people who gave up on their dreams say your
pro Im referencing being in the top 2% of your niche. dreams are not attainable. Im always here to support you.
Ibelieve in you.
How often are you uncomfortable so you can become the
very top of your field? Sincerely,

John Spencer Ellis


How often will you drive further, stay up later, study longer,
read more, and learn something outside of your normal learn-
ing?

How often are you willing to be the dumbest person in the


room?
Dr. John Spencer Ellis JSE
NOTE: This is something I now desire. If you are the smartest
person in the room, you are in the wrong room. How can you Twitter: @jsesuccesscoach
learn, grow, expand and ROCK YOUR LIFE if you are always Website: johnspencerellis.com
the smartest person in the room? Instagram: @johnspencerellis

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Personal Trainer Magazine
Fitness. Dedication. Success.

How to Advertise on Facebook by


Running Highly Effective Ads

Facebook can now boast more users than the total world population of
human beings back in 1900!

Thats a huge and critical online market for your personal coaching or fitness brand.

Yet when it comes to online business development, the massive, second recent downgrading of
published content in Facebooks algorithm, has been a serious wake-up call across the content
marketing world.

Luckily that barrier can be navigated very effectively through the strategic, and highly cost-effective
use of Facebook ads.

In this new guide for beginners, Im going to share the latest best practices, tips and tactics for
building and running Facebook ad campaigns that work. And it can be way less expensive than
you might imagine.
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First, you need to start by: The same thing is happening when it comes to
Facebook fan pages.
Understanding The Landscape
A long time ago, Facebook needed a way to
Have you noticed recently that some of your prioritize what users will see in their newsfeed,
friends posts will show up much more frequent- and one of the major fixes implemented was to
ly and prominently in your newsfeed? only show someone updates from a fan page
they like if that person interacts with the page.
Are you seeing less content from major brands
you might not have connected with directly on So, if you like or comment on a fan page, Face-
Facebook like you were seeing before? book will show you more posts from that page
because it assumes interacting with it is a sign
It turns out Facebook has an all-knowing algo- you want to see their content.
rithm that measures how much you interact with
your Facebook friends. This was the Introduction of the Pay-to-Play
It then shows you posts of friends you seem Business Model on Facebook.
closer with while suppressing posts from your
newsfeed of friends you havent been hanging Pages were faced with the necessity of paying
out with - at least online. for ads in order to get in front of the same size
audience they used to have organic access to.
Facebook does this because there are often so Facebook made it up to frustrated pages by
many posts from people, it had to figure out a implementing incredible ad-options and laser
way to prioritize what people see. targeting for ads.

The best way to fix this on your personal feed Most recently, Facebook updated their algo-
is to visit your friends Facebook page (for ex- rithm to again prioritize friend posts over fan
Page posts, even more. Its an effort to protect
ample key influencers in your niche).
the Facebook user from being overrun with
Page posts and missing out on friend posts.
Like and comment on a post or two and send
them a private message. Even if they dont re-
For many world class life coaches and industry
ply, youll notice more of their posts will now
leading fitness pros with fan pages, it meant
show up in your newsfeed.
getting locked into the pay-to-play business
model more than ever.

Marty Swant says most Pages saw a 42-56% per-


cent drop in impressions. Some experienced an
even bigger drop in visibility.

While there are some best practices we can


implement to optimize our content for organic
reach, knowing how to run an effective ad cam-
paign is critical. And that means you need to
really:

Know Your Campaign Objective

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Personal Trainer Magazine
Fitness. Dedication. Success.

At first, you had three basic choices when it came success that post is already seeing.
to the types of ads you could choose from.
Youll not only bring attention to your content
You could run an ad that would get people to but with the right targeting, youll also encour-
like your Page. Or you could get people to click age more page likes.
on your ad to be directed to your website. Or
you could bring attention directly to the con- Now we have so much more variety in the ad
tent you offer by boosting a specific post. objectives we can choose from:

Example Objective 1: An example of why you We can promote a call to action, such as a news-
might set up an ad for page likes is if you just set letter sign-up or product purchase. In fact, peo-
up your page. Other than inviting your friends to ple can now purchase items directly through
like your page, you probably want to get more Facebook, so they never need to leave the app.
likes to extend your connection reach beyond
your personal network. We can promote events, ask for reviews and
comments, even post an ad to Instagram.
Plus, more likes on your page mean more op-
portunity for organic reach with your posts. This Always choose the objective that makes the
would be the perfect time to decide on the Page most sense for your business and audience.
Likes Ad Objective. Facebook has a great resource that can help
with this decision.
Example Objective 2: If you have been post-
ing, youll notice Facebook lets you know how Best Practice: If youre just starting out, I sug-
many impressions each post has. This is valu- gest you go with one of the original three op-
able information. tions (i.e., page likes, website clicks, or a boost-
ed post). They are simple to set-up and easy to
If you notice a post is getting more organic at- adjust should you want to make adjustments
tention than usual, go ahead and take that as a once the ad is underway.
sign to boost it. That way you capitalize on the

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Personal Trainer Magazine
Fitness. Dedication. Success.

Decide on a Budget & Calendar Use bright colors, especially in the oranges and
reds palette, because those colors are rare in
Luckily, Facebook lets you choose a budget as most news feeds, giving you the opportunity to
low or high as you need or want. Some large or- really stand out.
ganizations will spend hundreds of thousands
on a single ad. Others spend $5 dollars a day. Use an easy-to-read font if you choose to add
text. Dont depend on people to pause just to
If this is your first ad, begin with a budget that figure out what youre saying.
will let you run through the motions of submit-
ting, running, and evaluating an ad without the Best Practice: Penelope Liot has great advice
risk of a large ad spend. on ad creatives that are purposeful, smart, and
provoking.
Spending a lot only to potentially find out your
audience targeting was off, or your ad objec- Marketing science does play a role in designing
tive wasnt exactly what you want, is much eas- your ad, but it doesnt havent to be a barrier.
ier to cope with when you arent dealing with Know your purpose and explore the ways you
the frustration of overspending. can communicate your purpose to consumers.

Best Practice: Many start-ups will run a 30-day Write Your Ad Copy
ad every month for $1-5 dollars a day. They re-
fresh the ad creative according to the analytics Writing ad copy is an entire industry unto itself.
and then resubmit a new ad for the next month. There are very talented professionals out there
Kevin Lee offers a great rundown on what $5 who charge millions to write a few simple lines
dollars per day can get you. of text. That being said, there are talented pro-
fessionals that can help you for just a few dol-
Design Your Ad Creative lars.

If hiring someone to help you out isnt in the


budget yet, this is something you can do all by
yourself.

Do your research and think through what you


want to say. Know your brand promise and
when possible, communicate in terms of what
the consumer will want, receive, or how they
will benefit, rather than simply listing product
features.

Best Practice: Brevity is your friend. Facebook


used to have a hard limit of 20% text on your
graphic.
Your ad creative is the visual you put together
for your ad. Design basics tell us to make sure They have eased up on how strictly this is en-
we choose a compelling image that will attract forced, but the limitation was put into place in
people away from the thumb scrolling. We want response to Facebook user feedback. Statisti-
them to pause and click on your ad. cally, ads with more than 20% text received more

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complaints and very few click-throughs. For this You may want everybody to see your ad, but
reason, the 20% rule remains a best practice. by being specific about who your ideal client
Use this Facebook tool to measure the text on is, youll get better results. Being too specific
your ad. will mean you spend more per impression, and
youll see fewer results.

A/B Test, & Evaluate the Results

This is the one step most people avoid, ignore


or forget. Dont let that happen to you. Keep
reading!

Ensuring this step is completed intelligently is


the difference between a pro and a novice that
will often end up wasting money.

A/B testing means you create two ads that are


exactly the same except for one component.
You can test your ad creative by submitting two
ads with a different look (i.e. rich visual image)
Select Your Audience and feel, but to the same audience with the same
budget and on the same days. Its important to
Facebook offers laser targeting when it comes also test your ad copy.
to ads. Its more specific, and there are more op-
tions than almost any other platform. That being
said, having so many options can be complex
and confusing your first time around.

If this is your first ad, stick to the interests and be-


haviors section. Begin with basic demograph-
ics. How old is your ideal client? Are they male,
female, or either? Where are they? You can list
countries, states, cities, even specific zip codes.

Choose specific interests and behaviors that


your ideal client will take part in. For example,
wellness coaches and fitness pros prospecting
for new online clients to like your page may seek
interests such as beginner fitness rather than Its also a great ad testing strategy to submit the
body building. Danny Goodwin has specific same ads, but alter your audience demograph-
guidance on how to target the right people. ics to really fine tune and measure ad perfor
mance.
Best Practice: Target your ideal client. The two
biggest problems people run into are design- A/B testing is something professionals do to
ing for an audience that is too broad or too nar- help them learn what works best. That way when
row. an important campaign comes up, you can run

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Personal Trainer Magazine
Fitness. Dedication. Success.

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the ad(s) with confidence in your investment. Re- ads are an important tool for any business and
ally: its not rocket science. Its only been made fan page. Understanding how to leverage the
to look that way. types of objectives, niche-focus, and real-time
analytics is critical for all people and organiza-
Facebook offers very specific insights about tions who want to build a presence on one of
who your followers are, where they are, and the largest most powerful platforms available.
what they like.

Youll see how they interact with your content


and draw conclusions about how to better reach
them or offer content that will grow interest and
engagement. And of course:

If youre scaling your business, delegate. There


are people who specialize in social media and
the science of advertising on Facebook. Enlist
help and use this guide as a way to check on
your teams performance.

Best Practice: There can be a learning curve in-


volved in understanding what youre looking at
when you first examine Facebook analytics and
insights, but without this information, your ads
and investments are guesswork.

Whatever you choose, know that Facebook

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Personal Trainer Magazine
Fitness. Dedication. Success.

How to Use The New Twitter


for Business Dashboard to
Get More Clients

Twitter is a beautiful, beautiful place. Its where people connect. Its a place where great brands
and great causes grow.

Its a place for learning and growing. For businesses, its a place to reach influencers, prospects,
and clients with your messages, - all in real time!

Not only that but effectively managed Twitter accounts are seeing up to a 29% increase in sales!

And now with the huge new digital marketing challenge of organic social media reach being re-
placed more and more by paid search: the effective growth and management of your own Twit-
ter tribe is a critical success factor.

Once youve quickly built a large niche targeted Twitter following, and mastered the basics really
engaging your followers on Twitter you next want to take advantage of Twitters powerful new

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just for business features, - especially if youre Someone may have tweeted your name or busi-
building a world class online fitness pro or life ness name instead of your handle. And it can
coaching business be a real shiny object time waster to keep
track of all that.
In fact, Twitter recently created a whole new
special app just for businesses, to help you On the Twitter Dashboard, you can create cus-
connect with and engage more of your ideal tom feeds that will display all mentions of you
customers in a much more meaningful way. or your products and services. This gives you
an awesome opportunity to reach out to all
Its called the Twitter for Business Dashboard, your prospects and customers in real time.
and its pretty darn cool.
Engage with everyone, not just your Twitter
savvy clients. Shopify talks about the benefit
youll reap if you use this search feature for cus-
tomer acquisition.

This option also means you can create custom


feeds around your favorite #hashtags to track
conversations on industry-related topics. Or
track keywords to see whos saying what.

This will help connect you with prospects who


may be asking questions you can help with,
but dont know the right #hashtags and dont
have your handle - yet.
Not only that, but its totally free. And it gives
you a great way to quickly evaluate your cur-
Location may be Everything, but Timing Means
rent online Twitter presence, while at the same
time offering you practical insights on how to Youre Everywhere
majorly improve that presence.
Youre already on Twitter, so you have the lo-
Whats also amazing about the new Twitter for cation thing under control. You know Twitter
Business Dashboard is that it actually allows is where its all happening. Now you can seem
you to pre-schedule your tweets, removing the like you are everywhere and stay top of mind
need for third-party apps that charge you for with your audience by scheduling your Tweets
their scheduling services. at the perfect time - when you know your peo-
ple are online.
Custom Feeds
There are tons of apps that will schedule your
Sure, we get notified when someone makes a tweets and most of the cost money. They use
direct inquiry using our handle, but those may their own metrics and data from users to track
not be all the mentions of you. Someone may when the most engagement happens and then
have tweeted your handle without the @ sym- make recommendations for their users about
bol. the best times to post.

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Personal Trainer Magazine
Fitness. Dedication. Success.

On the Twitter dashboard, however, you actu- Analytics, Metrics, Data It All Tells A Story
ally get access to Twitters data - which, as you
can imagine, is more relevant, more robust, This handy dashboard also give you a perfor-
and more accurate. mance review and in-depth tweet analytics so
By tweeting with the Twitter dashboard, youll you can tweak your approach and know you
remain in front of your people more often, have a solid reason to do so. Kevin Ho talks
building your brand while you work on other about the value in keeping track of these.
important tasks. Effortless multitasking - is a
beautiful thing.

Plus, if youre on a Mac, guess what? You can


use the desktop and iPhone version together.
Theyll seamlessly connect so you can sched-
ule your tweets from home, then make adjust-
ments on the fly while youre out and about,
from your phone.

Tweet-spiration
Even though you can access analytics without
The Twitter Dashboard is also designed to help the dashboard, why not have it all in one place?
you in times of writers block and mental slow That way you can read your metrics, make
days. great decisions for your next set of tweets, and
schedule them right there, all in one place.
Staying on top of tweet and retweet opportu-
nities can be hard given the fast pace of the Plus, its nice to see your overall performance
online world. The dashboard will send you in- and tweet performance in one place. The Twit-
dustry and account related prompts to keep ter analytics page takes some navigation to get
you in the game. all the info you need to be an informed Twit-
terer.
For example, if a customer tweets a rave, youll
get a prompt to retweet and like it, which keeps Ready to start transforming your Twitter ac-
you looking super social savvy and in the know count into an online fitness and life coach dig-
on online reciprocity. Youll also get prompts ital marketing machine? OK. Heres:
and reminders to share a quick tip or recent
award youve won. Maybe you just hit a mile- A Step-by-Step Guide to Setting Up Your New
stone and need to make an announcement. Twitter for Business Dashboard:

Twitter tells you when you hit major follower


Start by going to dashboard.twitter.com
milestones, but what a help it will be to have
first. In the middle of the front page, Look
the added prompt to tweet a thank you to your
for Try Twitter Dashboard. click on it to
loyal followers for keeping the word going to
get started.
help you build your audience and spread your
important message. The next page will now ask you to create
your business account. After logging in,
you add details about the specifics of

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the kind of business youre in (this is re- Managing Your Mentions
ally important. Think carefully about your On your Dashboard page, click on the
niche market, your ideal customer ava- first tab that says About you.
tar and your most high-value keywords).
By clicking on it, youll see the number
Afterward, fill in the question fields be
of tweets mentioning your name and or
low about the number of employees website.
your business has.
This is a convenient tool to monitor related
Then, specify the identifying info that you tweets or mentions in just one place. It also
want to see in your custom feed includ- saves you a huge amount of time and effort
ing your business name. Theres a drop- since you dont have to spend hours scrolling
down list to add more words or keyword and scrolling your Twitter feed. You can actual-
rich phrases relative to your business. ly use some that precious time thats freed up
to engage and reply to your most business-
Twitter also gives you an option to add nega- relevant Twitter followers and prospects
tive keywords or keywords you want to use to
exclude content from your feed. Specifying Your Keywords

After this simple set-up, you can now visit your On any social media platform, keywords play a
new Twitter for Bussiness Dashboard! Its now powerful role in increasing engagement. And
time to check out all the other cool features it remember Google now indexes many Tweets
offers. according to keywords and phrases (another

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Personal Trainer Magazine
Fitness. Dedication. Success.

way of getting traffic to your feed and even to There will be a list of options to choose
create links to your content). from. Select the date and time want to
schedule your tweet.
When it comes to Twitter, you can also turn After setting the schedule, click on Sched-
your keywords into #hashtags to interact more ule Tweet.
effective with your target audience.
Whats really great is you can now pre-sched-
From the tab About you mentioned ule as many tweets as you want!
above, youll see a pencil icon beside it.
The Twitter Business Dashboard also offers a
Just click on it to add important your cool calendar feature, which helps you see an
#Hashtags. For example, you can enter overview of all the upcoming tweets youve
live event #hashtags scheduled.
Before the Twitter for Business Dashboard was
introduced you needed to manually search Checking on Your Accounts Performance
for conference #hashtags from time to time to
check on what was going on. Now, Dashboard The new dashboard also offers powerful Ana-
helps you quickly monitor whats going on in lytics or account metrics that provide you with
a detailed breakdown of how your Twitter ac-
those live events.
count performed over a certain period of time
Pre-Scheduling and Automating Your Tweets
To check on your Twitter performance to
date, click on the Analytics tab at the top
Before, you have to use third-party social
of your Dashboard.
scheduling apps to schedule your platforms.
But now one of the most valuable features of Check on the number of your posted
the Business Twitter Dashboard is the ability to tweets, media tweets and replies.
pre-schedule your tweets hassle-free right on You can also see a line graph below. It
the app. shows how your account performed dur-
ing the specific period.
This will help you to continue engaging to your
audience even if youre away from your com- Twitter Business Analytics shows the number of
puter or smartphone. And its FREE!! mentions, profile visits, tweet impressions and
new followers your account is getting. These
To pre-schedule your tweets: go to the are also shown in easy to read line graphs.
Twitter Dashboard page.
Understanding these numbers will help you
Click on the Create tab on the top page. determine which tweets and twitter engage-
Then, just create each future high-engage- ment strategies are getting you the most fol-
lower engagement, online business develop-
ment tweet based on my top list of Twit-
ment and branding results.
ter Marketing Best Practices. But Instead
of clicking Tweet, you have to click the
Studying Individual Tweets Using Analytics
drop-down arrow to the right of the Tweet
button.
The Twitter Business Dashboard also offers a
Then, select Schedule Tweet. feature for breaking down your engagement

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metrics by individual tweets. This will help you not to mention what you share on your other
determine the specific tweets that are perform- social media accounts!
ing really well so you can retweet at optimal
times and experiment with repurposing your Bringing it Home
top-performing tweets. Twitter is a major player in the social media
sphere. As far as social channels go, its top
To check on individual tweet performance, three. People who properly leverage and grow
click on the Analytics tab on top of your
their community using Twitter actually see a
Dashboard page.
19% increase in customer satisfaction, accord-
Then, click on Tweets. ing to Kimberly Morrison.
Youll then see a drop-down list showing
your recent tweets and the key engage- If you take on other best practices, such as cre-
ment metrics for each. For example, youll ating twitter cards, promoting tweets, utilizing
be able to see the number of impressions, influencer marketing, and hosting live events
replies, retweets, media engagement and like Twitter chats, youll be an industry power-
likes each of your tweet has. Your tweet house.
performance data is shown in a simple,
easy to understand table. In fact, sales actually increase by 29% when
Knowing which tweets are getting the most twitter is used correctly. So, a strong Twitter
engagement empowers you to create increas- presence really is a major key to not only ex-
ingly more effective tweets. It also provides tending your reach and connecting with or
you with high-value insights into the kind of building your community, and retaining a firm
content that resonating best with your Twitter online brand presence, but its also got mea-
followers so you can create and provide them surable revenue results - and of course thats
with more of that kind website or blog content, great for your bottom line!

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Personal Trainer Magazine
Fitness. Dedication. Success.

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Influencer Marketing 101:
What It Is & How To Do It Right

M any big content marketing companies were recently stunned by a huge movement across the
most important social media sites going on right now. Its a change thats quickly and drasti-
cally transforming the face of digital marketing as we know it and fueling the huge new influencer
marketing movement.

As a world class digital fitness pro or wellness coach building your online business you need to
understand and harness this incredible new trend!

Organic social media reach across the most important social media platforms is increasingly being
replaced by paid social amplification.

Major social media sites from Facebook to Twitter are increasingly limiting the exposure of the
articles, images and videos you create, to your own direct followers and friends, unless of course
youre willing to pay-to-play.

Thats right! The days of creating a truly amazing piece of content and having it organically ampli-
fied to a much larger audience based on your own social media tribes likes, shares, favorites and
retweets may be slowly disappearing.

On the other hand millions of online consumers are responding with real buying behaviors, to

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Personal Trainer Magazine
Fitness. Dedication. Success.

the well-crafted calls to action, reviews and re- to combine the two) that have the creative and
commendations from the social media perso- financial resources to consistently create ama-
nalities they trust. And in a growing number of zing content and who practice high-frequency
case this digital marketing influencer effect is business blogging.
more powerful than the usual brand advertising
and content marketing messages. Not only that but consumers consistently trust
sites and brands that have a large social me-
What about Placing Online Ads? dia presence, something that takes time and at
least some money to grow.
Influencer marketing is also a powerful and cost
effective way to compensate for the proliferati- Luckily, influencer marketing can be free and
on of ad blocking technology across the inter- isnt skewed strictly for big businesses. Small
net. Although Facebook is currently doing ever- businesses and individuals can all take part in
ything in its power to fight the encroachment this extremely effective content amplification
of ad blocking, since ads are a huge source of strategy.
revenue for them.
Top Stats Worth Considering
And yes. Crafting high performing Facebook
ads is one very powerful digital marketing stra- These stats are just a few collected for Team
tegy used by many of the worlds highest ear- JSE to help inspire you when it comes to the
ning online fitness and life coaches. But theres importance of and opportunities available for
still some cost involved. harnessing the incredible value of influencer
marketing.
The effective use of Google AdWords is ano-
ther great way to compete for traffic and get In an eye-opening recent study in the he-
leads. But it has to be done right. alth food industry The ROI for Influencer
Amplified Blog Posts alone was 11X Com-
Not only that but running effective AdWords pared to Banner Ads!
campaigns can be very expensive for the most
Seventy percent of businesses are seeing
high-value keywords. And really knowing how
a return of $2 dollars on every $1 dollar
to use the core AdWords tools has arguably
spent. Top marketers are seeing a 20% re-
become a specialized field of knowledge and
turn on their efforts!
practice in its own right.
Fifty-one percent of marketers believe they
And when it comes to creating and publishing get better customers from influencer mar-
blog posts and articles, Google has been con- keting because the customer relationship
tinuously adjusting its algorithm to give higher began with trust in the influencer.
search engine results to established brands with
Twenty-six percent of consumers buy a
huge blogs, over smaller, newer, keyword spe-
product theyve seen promoted by a cele-
cific web pages.
brity. Keep in mind a celebrity can be the
Hollywood kind, but can also be someone
That means search engine results will go to big
well-known within a particular industry.
established blog sites that really cover all of the
most critical SEO best practices. Sharing content through influencers in-
creases conversion rates by 3x-10x times.
Quantity also seems to be continuing in its role This conversion increase is rare when you
of trumping quantity (although its always best consider the average email conversion

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rate is 2-12% and email is widely conside- comedies and after-school specials, is the for-
red the most effective tactic for lead nurtu- mulaic less popular person capitalizing on a fri-
ring. endship with a popular person in order to gar
Word of mouth is fifty times more likely to
ner favor with the general high school populati-
trigger a purchase than a personal ad. And
on. Celebrity endorsements are highly popular
influencer marketing is essentially one-to-
often highly effective yet increasingly contro-
many word-of-mouth communication.
versial form of influencer marketing, especial-
Ninety-two percent of consumers tend to ly when it comes to social media in the recent
trust recommendations from people over months.
brands. While a strong brand identity is
very important for credibility and recogni- A celebrity, of course is famous, has a huge on-
zability, being able to connect with a hu- line following and is trusted by their following
man regarding products is of material im- to speak honestly about their opinions.
portance.
When a major celebrity publicly backs a parti-
What is Influence Marketing? cular brand, company, person, or product their
following is influenced to also support their fa-
Influencer marketing means we tap into the so- vorite celebritys interests.
cial sharing power and influence of those with
a larger, more established following and brand Customer acquisition through increased visi-
presence than our own. bility is a common strategy for many organiz-
ations. Influencer marketing is an increasingly
Its become a more and more critical digital popular tactic and social media is a popular
marketing strategy as organic social reach is channel with which to carry out their goals.
gradually being replaced with pay-to-promote
content, across most of the major social media We seek those in our industry, not necessarily
channels. celebrities but thought leaders, with large follo-
wings that match our own target market. Then
A common non-business example of influen- we find ways to seek influencer favor and sup-
cers at work, often explored by Hollywood in port in front of their audience.

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Personal Trainer Magazine
Fitness. Dedication. Success.

Top Tips to Get Started high-tech hat organizer. Someone else and
their less tech-competent audience might be a
Influencer marketing, if done well, takes time better match for the tech support you offer for
and thought, but isnt impossible. Here are a your amazing electronic hat organizer.
few top tips to consider so you dont get lost or
distracted in the sea of social media chatter. How do you actually connect with Influencers
to Increase the Chances that Theyll Promote
Grow your audience according to quality, your Content?
not quantity. John Rampton says its easy
to get sidetracked with wanting a large To start with you want to make a list of the top
audience, but the fact is if you sell bling 10 most influential people in your coaching or
for cats and the majority of your audience fitness niche. You then want to follow a process
dont have pets or are dog people, your that the CEO of Stone Temple Consulting Eric
kind of missing the point of growing an Enge has dubbed:
audience that will convert.
Listen to online conversations & join them. The Raw Basics of [Online] Relationship Buil-
Staying on top of the interests and con- ding.
cerns of your target market will keep you
relevant and will put you in touch with the Here are the steps:
best influencers, who will also be taking
part in the discussion. You can try this nifty 1. Follow niche-relevant, high-value influen-
tool to track social mentions. cers across every social media platform.

Set up keyword alerts. This will ensure you 2. Consume all their content.
stay up to date on news and trends in your 3. Take time to write seriously value-adding
niche. Look for people who report on or comments under their videos and blog
comment regularly on these items. That posts [and always try to be the first to com-
way youll track down top influencers and ment].
can reach out to them to network.
4. Dont make any requests of them
Brian D Evans gives some outstanding ad-
vice. One in particular is to point out that 5. Social-Stalking may not be such a good
influence is merely optimizing the power idea
of association. He says to associate with 6. Demonstrate extraordinary patience
the best by making it a no-brainer to work
with you. Meaning, provide value by offe- 7. Be aware that this influencer connection
ring something in return for their public process often takes 6-12 months or more
support. 8. Act immediately, as soon as the right op-
Match the person and their audience to portunity arises to be of real assistance to
specific products and services. John Ramp- them
ton recommends variety as a top tip. Whi- Once youve built a solid relationship with your
le there may be leaders in your niche with influencer, you can later ask them via a short,
whom you would love to associate, consi-
concise email request if they wouldnt mind sha-
der matching specific products or services
ring your highest value piece of content with
with specific people.
their social media followers. Or, might want to
Perhaps a particular influencer would be more ask if theyd be available for a quick video or
likely to influence their audience to buy your podcast interview.

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Personal Trainer Magazine
Fitness. Dedication. Success.

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Become an Influencer Yourself Share resources so everyone knows youre
there to help. Becoming the go-to resour-
While finding and tapping into influencers in ce means you arent giving anything up by
your market is a great tactic, becoming an in- sending people to helpful tools and ma-
fluencer can be just as helpful. terials. Whos helped you that you havent
ended up trusting on some level? It em-
Most of the top social media management tools powers other, which is the trait of an influ-
have apps that allow you to identify who among encer and a leader.
your followers has the highest influence or en-
So, influencer marketing may look like a way
gagement rates.
to sell your amazing closet hat organizer to hat
collectors worldwide.
These may not all be members of your ideal in-
fluencer top 10 list but chances are youll pro-
But when we look closer, we can see that influ-
bably recognize many of them.
ence is really about connection. Its about buil-
ding trust. And its about believing in what you
Heres how to get started:
do. Believe in your passion and it will show!
Try to break the news in your industry. Get-
ting people to look to you first to under-
stand changes or fluctuations in your niche
is a great way to ensure your authority.
Understand your audience, their concerns,
and their challenges. Lee Frederiksen ma-
kes it clear this is a great way to connect
with your audience in real and relatable
way.

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Personal Trainer Magazine
Fitness. Dedication. Success.

5 Amazing
Tips to Turn
You into a
CONTENT
MARKETING
Whiz!

This is How Fitness Pros and Wellness Coaches can Actually Increase Their Content
Marketing Effectiveness by up to 1000% and beyond:
Whats the master key to unlocking serious digital marketing and social selling power for your fit-
ness business or wellness coaching practice?

Simple: The very latest content marketing best practices that have been proven to digitally out-per-
form your typical online competitors: those who dont consistently apply these content marketing
hacks.

Want to create and share content that gets found and consumed by your ideal customers 10X more
effectively than your typical online competitors? Heres how to get started:

1. Create and Share Extraordinary Blog Posts

According to some amazing and extensive online research recently conducted by the content
marketing masters at SeigeMedia.com if you want to craft the most deep-engagement, high-con-
verting content its critical that you:

Write Shorter Blog post URLs (the address to each individual post you write) should average
50 characters.

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Create and share More Interactive Content keting can be very time consuming.
since its been show to convert 2X better
than static content (for example, live video Social sharing in a way that strategically enga-
streaming video events. Also, check out ges and builds your social media tribe is a ma-
the exciting new shoppable video trend). jor cornerstone of this years content marketing
best practices.
Make your posts super easy to read and
understand so a 13-15 year old can read Save huge amounts of time and maximize ob-
them. jective follower engagement by posting, twee-
ting, chatting and pinning at the very best times
Use lots of bullet points in your posts. The
of the day and week across all of your key so-
highest performing content uses lists and
cial media accounts (the ones most likely to be
bullet points 78% of the time. This makes
packed with your ideal customers).
for fast and easy scanning. The added bo-
nus for you is that you have pre-created
For example, post to:
content snacks to share on your social me-
dia accounts.
Facebook Thrus-Sun 1-4 pm
Use top quality images to increase social Twitter Mon-Thursdays 12-5pm
sharing by up to 121%
LinkedIn Tues-Thursday 5-6pm
Add 1 great content enhancing image
after every 75 to 100 words (get creati-
ve here! Visualize your story with images
that really convey your message)

Make social sharing super easy. Use a flo-


ating social media tab that moves along
at reader eyelevel as they consume your
content. You want to make it as easy as pos-
sible for them share your content in the
positive emotional heat of the moment.

Link out to great content: top ranked posts


(Position 1) add live links 50% more of the
time to hot non-competing content that
theyre covering in their posts compared 3. Do Your Email Marketing at the Best Times
to those in Position 10 content postings. and Keep Emails Short:
Mentioning 3-5 business or people can in-
Want to dramatically increase your email mar-
crease social media sharing rates by 300-
keting sales and get more paying customers
500%
and clients?
Write Longer Blog Posts. Create and sha-
re high value, problem-solving, long form Well, just like you need to do your social sha-
blog posts. Top Ranking posts have an ring at the best possible times, you need to be
average of 2,416 words. doing your email marketing at the best possible
times to maximize your click through, conversi-
2. Do Your Social Sharing at The Top Posting on and overall email marketing ROI.
Times:
Did you know:
As you probably know, effective content mar-

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Personal Trainer Magazine
Fitness. Dedication. Success.

Getting fresh, value-creating content out rates by 65%, and reduces unsubscribes
to your email list on Mondays increases by 26% (MarketShark.com)
sales-conversion rates 80% more effecti-
With great video, viewers stay on a webpage
ve than getting it out on Thursdays. up to 2 minutes longer than the typical 8 se-
The best time of day to send emails is bet- conds visitor bounce rate and that will make a
ween 9am-2pm while your ideal customer HUGE difference in your online sales numbers
or client is at work if you have a solid value proposition.
Keep your email content short and sweet. High-value video content also increases social
According to these experts, around 80-90 media sharing rates by up to 1200% compared
words is ideal. to just text and static images. It also amplifies
Great video is an email marketing gold conversion rates on average 24% and content
mine. marketing ROI up to 300%.

Heres how to: Want more?

4. Use Your Ultimate Content Marketing Secret Great Facebook Live Video content Boost The-
Weapon - VIDEO! se Video Marketing Benefits by yet Another
Whopping 300%!
As an industry leading professional fitness trai-
ner, master wellness or corporate wellness 5. Use Viral Headline Structure to Write Your
coach, creating and sharing fantastic video is Videos and Blog Posts
your most powerful content marketing strategy
period! Steve Rayson over of Buzzsumo.com fame, ar-
guably the single most valuable online content
marketing tool, recently analyzed the most soci-
ally shared content in their vast buzzsumo data
base.

What Steve discovered about truly viral head-


lines and what these headlines teach us about
the top performing content that most often fol-
lows those headlines - is truly fascinating and
valuable!

This may be the most important set of content


marketing hacks you learn this year!

Theres a critical difference between objective


The extraordinary competitive advantage you follower engagement as measured in shares,
create for your business by including amazing likes and comments etc and a bottom line in-
video in your email marketing campaigns is an crease in your sales, revenue and new client ac-
essential case in point: quisition rates.

Using strong video in Your Email Marke- For many, the viral headline clearly signals value
ting can boost open rates by 20% and in- and heightened emotional experiencing. For
crease click-through rates 200-300% your ideal customer whos looking to pay for
your product or service right now, that means
Using the word video in email subject actually interacting with your content which
lines boosts open rates 19%, click-through opens the door to more sales.

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king for facts, figures and stats that are going to
For many others, the viral headline is like a ama- make a real and immediate positive difference
zing Twitter tweet, by itself delivering emotio- in their lives and in their businesses.
nally laden value, triggering them to share in the
moment. And that means increasing exposu- Top performing posts are most often List Posts.
re and an increased likelihood of being consu- They often contain quizzes, integration of real
med by your targeted reading audience new life storied examples and curated research re-
paying customers and clients who read your
ports.
headline as a result.

In Steves words: #5 Promise Element: Viral Headlines are so re-


The most important element is probably the sults driven. How to, Complete Guide To..,
headline. The headline will determine the num- Practical Tips and How to Improve posts are
ber of people that click through to read the post among the most successful.
and the number of people that share the post,
many without reading it. Steve Rayson As a fitness or wellness expert you want to re-
ally focus on solving real world pain points by
Here are The 5 Elements of a Viral Headline: sharing your most valuable tips, tools and stra-
tegies in every post.
#1 Emotional Element: First and for most a vi-
ral headline inspires strong, contagious, usually Superlative or emotional words are a major
positive emotions. These range from or combi- part of effectively using a viral headline struc-
ne a sense of amusement, genuine surprise or ture.
the warm and fuzzies.
And different superlatives can have stronger
#2 Content Element: Amazing headlines also
let readers know to expect high quality visual effects on sharing and engagement levels de-
content such as images and video. It also in- pending on the different social media platforms
forms the reader of serious value-creating or youre sharing your content on.
problem solving information including facts,
charts, quotes and real time interaction. That means its important to tailor and tune your
headlines based on the type of reader. For ex-
The lesson here is that there is huge content ample, think about the differences between a
marketing synergy in combining stunning vi- business-formal tone and a gym-conversatio-
suals and brilliant but simply expressed pain- nal tone.
point solving.
For example, the word Amazing works better
#3 Topic Element: The most socially shared on Facebook compared to Successful when
content also reflects the hottest trending To- sharing on LinkedIn.
pics i.e. Zombies, Donald Trump, Health, Cats/
Dogs babies, long life, love etc.
Not only that, but a highly salient and emotio-
nally inspiring promise can stand alone as a
As a fitness pro or wellness coach you want to
be sharing and embedding your content within viral headline.
the context of the hottest topics that are most
relevant and top of mind to your ideal custo- Ask yourself: What are you promising your rea-
mers. der through your headline? Is it really clear what
bottom line value, inspiration or joy theyll ex-
#4 Format Element: Again, just like we saw in perience if they actually click-through, consu-
content element 2, readers and viewers are loo- me and share your content?

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Personal Trainer Magazine
Fitness. Dedication. Success.

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4 Golden Rules for Rapidly
Scaling Your Online Coaching or
Fitness Business
There are a few go-to sayings people like to throw around when enthusiastically discussing busi-
ness growth.

I really like this one by Martin Luther King, Jr. Not only is it elegant, but it reflects a rapidly increas-
ing number of real life stories in which online coaches and fitness pros are learning to scale their
business to 6 figures+ in just months:

If you cant fly then run. If you cant run then walk. If you cant walk then crawl. Whatever you do
you have to keep moving forward.

So what really separates this new era of super-successful online coaching and fitness movers and

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Personal Trainer Magazine
Fitness. Dedication. Success.

shakers from those struggling to grow their ure+ results? And how can you if you dont:
business or just giving up?
Find Your Mentor
I would argue there are always four things you
can do to build forward momentum. I call them We already know learning doesnt happen in a
the 4 Golden Rules of Digital Business Growth vacuum. We have to reach outside of ourselves
and they are absolutely crucial for quickly grow- and our business on a regular basis to get an-
ing an online coaching or fitness businesses like swers to questions, both big and small. We even
yours. need help finding the right questions to ask.

Follow all four to the letter and youll very likely For example, is your business target market even
find yourself rapidly scaling to six figures, espe- real? Do you need to find a niche thats actu-
cially if youve identified a real, in-demand niche ally marketable as a business-building starting
or specialization within our industry, through point?
which to genuinely serve and improve the lives
of others.

The First Golden Rule: Mentorship

As an online coach and fitness pro, you spend


the majority of your time trying to impart knowl-
edge to others. You teach, recommend, and mo-
tivate. You advise, train, and inform. You nudge
nurture, and enlighten.

Let me ask you - when do you learn?

Sure, we learn lessons from our clients all the Do your research carefully in this first critical
time. Often theyre lessons that will help your step. Find one person that already has the exact,
next clients do even better as well. Sometimes demonstrated, replicable online business suc-
theyre quiet yet powerful life lessons that sneak cess you want and build a relationship. Some-
up on us. one who is a top 10 results-driven leader, oper-
ating directly with your target market.
Maybe we even take a few webinars from time
to time. If youre lucky enough to know someone of the
caliber were discussing here, Its OK to ask if
But, when do you really set aside time to active- theyll take you on as an understudy. They may
ly learn about yourself and how to really grow not have time for hand-holding, but as long as
your business? they have the time to answer questions and pro-
vide direction or ideas, you have a mentor.
Im not talking about reading motivational
quotes on the Forbes landing page or popular A greatly underappreciated yet simple fact of life
blog posts that leave out the most critical how- here is that most of the time, getting an indus-
to digital marketing steps and strategies. Im try leader to mentor you in those proven, easy
talking about actively asking questions, find- to replicate and implement business building
ing answers, and implementing that handful of strategies, and to tap into powerful pre-existing
golden solutions that are proven to build 6 fig- resources and networks costs money. Yet thats

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exactly what the majority of those who are now latest business-growth tips, tools, strategies
dominating the industry are doing! and tactics from leading figures in the industry
including may of his own clients, mentors and
For many, their serious online business success partners.
will boil down to making the decision to pay for
a high-value mentoring relationship or not. Commit to Learning Mode: Invest Time

If nobody comes to mind, or even if a few names We give advice and teach others so often, it can
bubble to the surface, Im not one to give direc- be easy to fall into the rut of thinking we always
tion without being specific. have to have the answers.

So allow me to suggest that you consider AJ But high level digital marketing success is like
Mihrzad. He specializes in building thriving on- learning drive a car. A qualified teacher is es-
line coaching and fitness businesses fast. More sential; we dont know everything starting out
importantly, he has case studies from his own and it takes a 100% commitment mindset to our
business, testimonials, and a growing list of cli- learning to find the momentum we need. The
ents in the online coaching and fitness world mentorship golden rule isnt about taking a pas-
who have successfully scaled to six figures and sive approach. Set time aside in your schedule
beyond using his core business development and protect that time. Make it one of your MITs!
strategies.
Commit to Leaning Mode: Invest in Yourself
Hes worked with several of the digital market- & Your Mentor
ing worlds most sought after mentors and dig-
ital business development coaches. So when Mentorship isnt just about finding someone
you work with him youre literally getting a dis- from which to learn. If that were the case, every-
tillation and refinement of the best of the best one with a college degree or on-the-job training
online business building strategies in existence would be a massive six-figure success.. Weve
today. invested the time to learn.

Hes a true leader in the new generation of on- Now invest in your mentor by trusting them and
line coaching and digital fitness marketing pro- lean on them for their wisdom. Identify the gaps
fessionals. And you are so in luck! in your knowledge base and ask for resources.

AJ just partnered with Team JSE to launch a Arrange regular one-on-one time and let your
first of its kind online certification, specially de- mentor coach you. If that isnt possible, go ahead
signed for coaches and fitness pros. He provides and attend conferences or other live trainings
a step-by-step overview of his complete rapid where you can engage, ask live questions, and
online business development framework! benefit from the specific advice you need from
your mentor.
You will not believe how ridiculously affordable
weve made it for you to urn this cutting edge The Second Golden Rule: Eliminate
digital coaching credential! Check it out here:
Certified Online Coaching Program As an entrepreneur, we need to be able to think
big. We are the visionary of our future. If we
Also visit AJs: The Online SuperCoach Podcast. dont have time to think big or to act on our big
Its built specifically for online coaches and fit- dreams, they wont happen. That means elimi-
ness pros. Its free and youll learn some of the nation is a golden rule to success.

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Personal Trainer Magazine
Fitness. Dedication. Success.

of inefficiencies.
Eliminate any activity in your personal and pro-
fessional life that is unnecessary. It may seem Eliminating complexity and ridding yourself of
like something that is simple to say but diffi- inefficient tasks and habits will open your eyes
cult to implement. When you understand how to a new way to evaluate your time and your
to eliminate, youll find yourself rapidly gaining usefulness. Whatever you cant eliminate be-
momentum toward that six-figure goal. comes an option for automation.

Identify the What The Third Golden Rule: Automate

Identifying what can be eliminated is half the You have removed complexity and simplified as
battle. Some of our least efficient processes and much of your life as possible. Youve outsourced
tasks are habits. That means they are easily in- mundane time wasters so you can focus on your
visible to us. MITs.

Do you find youre working with clients who What still remains is most likely a busy set of
drain and underpay you rather than inspire and tasks and projects, limited by the number of
motivate you? Are there mundane tasks like hours in the day.
building your social media accounts and email
lists (even yard maintenance or house cleaning) A major rule of scaling is to get more done in
that can be outsourced to make room for your less time and to do so on a continuously grow-
MITs (your most important tasks)? Are there ing, even exponential rate. You set reminders
tasks youre just not skilled in like sales that can in your calendar, right? Thats a simple form of
be outsourced on a pure commission basis? automation. Were trying to eliminate and auto-
mate anything that keeps you from tapping into
As you go through your day, identify inefficien- the creativity, passion, expertise, and guidance
cies and correct them. Beyond inefficiency, how you have to offer.
can you address complexity in your life.
Ask yourself these questions:
Do you need to better manage procrastination?
How can you reduce unneeded complexity so What else can you automate?
you can prioritize and single-task in your zone
Lead generation? Email campaigns? Cli-
of genius? Gordon Treadstone has a great defi-
ent management? What CSR system do
nition of complexity and the different types that
you have in place and how can it be opti-
were borrowing from here.
mized?
Identify the How What about your pitches for your products
and services? Do you have an online pro-
It doesnt all have to be done at once. Part of the cess that will effectively turn your leads into
elimination process is to keep things simple, so clients so that you can step in when your
you dont want to overwhelm yourself with a re- personalized touch is actually needed?
duction project. Take a clean simple approach.
Are you outsourcing your online sales pro-
cess on a commission only basis?
Dont hack away at the fat in your daily sched-
ule. Instead, become a surgeon. Be ethical, car- What system or systems can be put in
ing, thoughtful, and precise in your incision so place that will automate high-value tasks
you slice through redundancy and rid yourself you dont actually need to be present for

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like social media posting?
Can your best advice and top tips be add-
ed to your own pre-packaged e-learning
materials, podcasts or webinars? If so, this
will help you serve many more people,
with a single time investment.

Whats the single most powerful way to identify


the highest value tasks to automate and tools
and tactics for getting those tasks automated?
You got it! Ask your Mentor!
Another, way to identify automation-ready tasks ing money often seems like a great idea so we
is to determine whether there are applications can invest it in automation. This makes sense if
and tools that can do it for you. Another is to you are replacing a receptionist with a landing
check for any tasks that you have to replicate
page.
often. If it isnt tied to your creative contribution
- something that absolutely has to come direct-
Yet if you eliminate administration and spread
ly from you, then it can be automated.
basic operational tasks to people who are qual-
ified to do more, youre missing the point.
For example, do you know there are 3 Top Twit-
You may save money by eliminating the admin,
ter Tools (all with free versions by the way) you
but youre over-tasking your talent pool with ad-
can use to build a huge niche targeted Twitter
ministrative tasks. And of course this is where
tribe in just a few months!
hiring a super affordable rock-star overseas vir-
This doesnt mean you are suddenly too big to tual assistant comes in!
take on small tasks. This means you have a role
to play and a specific skillset that needs to be Do What You Do Best
addressed and utilized.
A great exercise is to write your job description.
As AJ says, you need to focus on working with Dont just write Chief Visionary Officer and Star
your super-powers as much as possible. Online Fitness Coach as your title and then list
what you already do.
Tasks that arent supporting forward momen-
tum and your specific role as expert, leader and Instead, write out the job description as it should
visionary, can probably be handed over to in- be. List tasks that are specific to you that no one
ternal systems. else can do.

The Fourth Golden Rule: Delegation Organize them into an outline and rewrite your
job description until you have something that
Theres no way around it. You need to build an resembles what your chief responsibilities will
effective team you can trust, then delegate to be in one year or less. Anything you find you
them. Anything that cant be eliminated or au- are still having to do yourself, but that isnt on
tomated gets delegated. Period. your job description, can be delegated.

Sometimes people get lost in the scaling proj- If you dont have someone on your team to del-
ect and their efforts backfire. For example, sav- egate tasks to, then youve identified a gap in

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Personal Trainer Magazine
Fitness. Dedication. Success.

your dream-team. Find the right experts, spe- Elimination is an efficiency and detoxification
cialists, and support personnel to take over until process everyone needs to evaluate for a suc-
you are left with a filtered set of responsibilities cessful business, but it becomes critical when
that leaves you to focus on only doing what you scalability is being applied.
do best. Everyone else can do the rest.
Automation was the key to success during the
Dont Forget the Passion industrial revolution and it continues to be a
white whale for businesses of all kinds that dont
Delegation is a form of elimination and while evaluate and implement with careful consider-
you want to be quick, precise and moving to- ation.
ward the realization of real business growth tar-
gets, dont forget the passion all this is rooted And remember The bigger the dream, the big-
in. ger the team! Delegation is the royal road to
freeing up your time to really focusing your su-
You are an online coach or fitness pro and you per-powers so you can work within your zone
do this because you are passionate about help- of genius!
ing other human beings become healthier, hap-
pier and more successful in life. You are good Letting go and trusting qualified team members
at helping people. to help realize your true business vision can be
as difficult as it is an absolutely critical founda-
When you create your team, make sure they tion of rapid 6 figure online business scaling.
have, or you instill in them, the same passion
for your mission. Implementing these golden rules is a lesson of
its own.
They serve a purpose by taking on the tasks you
need to be free of, but they have value beyond Through this golden learning process youll
that. They are the inner circle of your tribe. Hold find letting go of mundane, time consuming
them up and help them grow as you help your- task ownership, means fully discovering and
self by participating in the golden rule process. unleashing the full potential of your core super
powers as an online coaching or fitness expert.
Ultimately, the golden rules are cyclical. Youll
repeat these steps throughout the years and at Welcome to the heart of your mission! The spark
a much larger scale, youll want the peace of that led you to this career. The real you that is
mind that comes with knowing you began with now ready for rapid upward, scaling and the
a strong foundation of passionate brand ambas- successful six-figure+ business you deserve!
sadors through the exercise of their own super-
powers.

The four golden rules are timeless and crucial


for online coaches and fitness businesses.

Mentorship means learning, leaning, and yes,


investing in the growth of yourself and your
business through finding and working with your
qualified mentor (someone who works with eas-
ily transferable, results driven systems, process-
es and business growth wisdom).

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Personal Trainer Magazine
Fitness. Dedication. Success.

A Complete Guide to
YouTube Marketing for
Life Coaches & Digital Fitness Pros

Its hard to believe only a decade ago the word video was synonymous with movies, Hollywood,
celebrities, and sometimes home videos of birthday parties, vacations, and siblings pranking each
other. These days videos are so much more.

In fact, they are so much more essential to how we consume information and take in the world
around us, its hard to imagine a digital world without video. For life coaches and digital fitness
pros, these top tips will help you take your marketing game to the next level by integrating You-
Tube videos.

Why You Need Video

Video has become foundational for modern consumers. Its how we document the banality of daily
life, but its also how we involve context in our newsfeeds. Twitter used to be 140 characters. Now
news is reported with tweets of 140 characters, plus a video.

Facebook promotes the visibility of video over any other status type (e.g., photo, words, sales
post), and has gone as far as to invest in video variations, such as its recent Live Video option.

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Andrew Hutchinson reports, Facebook CEO, Consider everything from registering your
Mark Zuckerberg has said he expects most of domain name in order to protect it, to the
Facebook to be video by 2019. creation of a visually stunning and recog-
nizable profile. Employee the most power-
Now, lets consider YouTube. Sure, kittens get ful public speaking tactics when present-
a lot of credit for owning the Internet with their ing to your video audience.
crazy video antics. But did you know there are
If you didnt already know, YouTube is
high school aged cosmetic savants making mil-
owned by Google. And that makes it one
lions with their fashion vlogs? Those prankster
of the easiest and fastest ways to get to
siblings I mentioned, have moved from grainy
Google page 1 since video is often dis-
home videos to YouTube sensations. They are
played first, before all of articles and blog
now making millions showing off pranks while
posts.
traveling the world. Video is here to stay and
for serious fitness and coaching professionals, So, youll need a Gmail account with a
video is now the single most critical digital mar- business set-up and a connected YouTube
keting tool. Channel. Kevin Donnelly provides a great
run-down of set-up details with screen-
Where to Begin shots. Your business plan and brand guide
will help you optimize the customization
As with any new investment of either time or of your YouTube Channel.
money, the best place to begin is understand-
ing where YouTube videos fit in your business Plan Your Equipment Investment. These
plan. So, lets consider a few foundational key days we wear one hundred hats. We are
points. the marketing department, the CEO, the
talent, the financial wiz, and so much more.
Who experiences the most success on Now youre adding producer, videogra-
YouTube, besides cats? There are seven pher, and editing guru to the mix.
highly successful categories of videos and Luckily, todays technology makes that an
one of them is People & Personalities. That attainable goal. Many people have had to
would include life industry leading certi- involve a variety of cameras, lenses, light
fied wellness coaches and digital fitness boxes, and microphones. Guess what? Bri-
pros like yourself. It also clearly shows there an Lovegren shows us that simply setting
is a huge, available audience for your mes- up an iphone on a tripod in well-lit room is
sage. how many overnight YouTube sensations
Research the competition. Since we know are finding their way around potentially
what you have to offer is a popular cate- complicated equipment.
gory, invest an hour or so to look at who
else is doing what you do. Take notes on
what you love, what you hate, and what
you know you could do better. Keep these
notes handy. Youll use them when it comes
time to create content, the backbone of a
successful YouTube brand.
Take Your Branding Seriously. Similar to
any other online or offline business, take
steps to communicate a memorable brand.

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Personal Trainer Magazine
Fitness. Dedication. Success.

Plan Your Time Investment. Entrepreneurs consider Michael Johnstons article about
like you and I tend to be big picture think- making money on YouTube.
ers, which means we can easily over-com-
mit when it comes to the details. As the Quality Content Creation Equals YouTube Sen-
next YouTube life coach star or the next in- sation
demand digital fitness pro, be sure to plan
and set aside time for your video venture. Growing an audience and earning traffic will not
Protect that time and make room for the only bring more visibility to your message,
learning curve youll have to face when
working with video on a new digital plat- but will encourage sponsors and other forms
form. of monetization for your YouTube Channel. Ri-
diculously Great Video Content that generates
Plan on Getting Your Investment Back. If channel subscriptions and return viewers is what
your goal is to build visibility, that is one you are looking for. Here are a few tips to help
thing, but if you want to monetize your You- you plan your content calendar.
Tube channel, add it into the plan now, so
you are working toward that end from the How-to Videos are Winning Big. YouTube
beginning. You can always change the plan has almost become an open source univer-
if you find other opportunities opening up sity. The most popular content by far, are
for you. Common monetization strategies how-to videos. Amy Gesenhues quoted a
are to partner directly with YouTube. You statistic, searches related to how-to on
can earn $.10 to $6 dollars for every 1,000 YouTube are growing 70% year over year,
views. Brand sponsorships, selling prod- with more than 100m hours of how-to con-
ucts, and affiliate marketing are also very tent watched in North America so far this
popular. For ideas and success stories, year alone! Take this seriously and build

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how-to videos into your content plan. killer content calendar and a brand guide. Lets
talk about some of the optimization tips and
Be Authentic and Let Your Personality
tools that will help you spread your message to
Shine Through. The YouTube video cate-
the masses!
gory you are publishing under is People
and Personalities. Hint: the focus should
This is the nitty gritty, so my first tip is to book-
be on personality. Avoid Talking Head Syn-
mark this article so you can come back to it over
drome, which occurs when someone lacks
and over to make sure youve got these details
creativity and simply talks while standing
down.
directly in front of the camera.
Videos need to be interesting and reflect Your Channel Icon (Profile Image) & Chan-
your message, not just your likeness. In- nel Art (Banner Image). By default, its your
clude images, slides, video clips, and oth- Google+ image. But your brand guide
er interesting content that will keep peo- may tell you that your logo is going to be
ple engaged. A buzzword that has gained your profile image for YouTube. Whatever
popularity this year is, authenticity. What- youve decided, be consistent and dont
ever your message, be your authentic self. leave it as the Google+ default badge.
People connect with people, not brands. Remember, to optimize the photo. It should
Brand Storytelling and Consistency is a be a jpeg, 800x800 pixels. Loading chan-
Powerful Tool. Designing a great brand is nel art is a super opportunity to communi-
the first step to becoming recognizable. cate the look and feel of your brand. Keep
Implementing branding best practices is it under 4MB and try for 2460x1440 pixels.
what separates successful YouTube pros Customize Your Page. Use the gear icon
from the greenhorns. Create a consistent to enable the customize the layout of your
look for your channel. channel option. This will create five tabs
Use a memorable intro and outro for ev- for you to play with: Home, Videos, Playl-
ery video. Be sure to add your logo as a ists, Channels, and About.
watermark throughout your video. That Each and every one of these should get
way, when viewers decide to use clips or your attention, but the About Page is a
share your video, the brand is shared with must, just like when you create a website.
it. Most importantly, create a story around This is where people see the person be-
your brand. Share your successes, inspi- hind the brand. Recall the branding 101
rations, and lessons learned. This gives lesson from earlier: people connect with
people a way to connect with you as well people, not brands. Or in some cases,
as relatable stories and experiences. Peo- people connect with cats, but thats not
ple connect with experiences, not brands. your audience, so youre OK. Include your
For storytelling inspiration, Jane Hope has personal mission, which should tie in with
collected examples of deeply compelling your brand story. Give all the relevant con-
content. tact info: email, website, social media links,
YouTube Best Practices for Personalities: The product links or other monetization you al-
ready have set up.
Nitty Gritty
Optimize Your Video Uploads. You cre-
You added YouTube videos to your business ated wonderfully entertaining and use-
plan. You did the research, set up your channel, ful content. Dont let it go to waste! Think
planned your time and budget. Youve got a about all the keywords people may use

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Personal Trainer Magazine
Fitness. Dedication. Success.

when searching for your videos or video dont make your call to action clear, theyll
topics. Narrow it down to one target key- end up watching cat videos with no mem-
word per video. Then use that keyword or ory of how they got there. Megan ONeill
phrase in your video description, video ti- says there are three ways to get your call
tle, video filename, and the tags for your to action across: the vocal direction, text
video. Understanding the major theme of in your video, and call to action buttons.
your video and the words people will use
Personalize Your Thumbnails. The You-
to find it is a critical tactic to implement.
Tube Creator Academy says, 90% of the
Use Your YouTube Tools. YouTube has a best performing videos on YouTube have
suite of tools available. Its to your advan- custom thumbnails. It also gets remarkably
tage to use them. YouTube Director is a specific when it comes to thumbnail best
suite of video options created with busi- practices. Who knew there was so much
nesses in mind. The YouTube Video Man- science in such a little picture?
ager helps you organize and optimize your
videos and playlists. Attend conferences, Interact with Your Audience to Let Them
workshops, consultations, and anything Know You Are a Real Person. Heres that
else that will help you get a leg up on the pesky authenticity word again, but its a
competition. The YouTube Creator Hub is buzzword for a reason. When people com-
a great place to get started. ment on your video, answer them. Be pro-
fessional. Offer advice or resources.
Enable Buttons That Encourage Engage-
ment. Turn on your Subscribe button. Add- Encourage conversation among viewers
ing ?sub_confirmation=1 to the end of about your video or related topics. This
the URL for your channel will ensure view- not only builds a community. It builds
ers see a pop-up encouraging them to your brand community. Dara Fontein gives
subscribe. Simple. Straightforward. Why some great advice on the Hoosuite blog
wouldnt you add this? Make sure you have about building quality interactions. She
a link to your YouTube channel on your so- recommends setting aside a few minutes
cial media profiles and website. If you are each day to interact with and build your
selling products as one of your monetiz- audience.
ing strategies, add a product card or other Super Tip: Introducing the most efficient and
clickable links to your video. easy-to-follow Online Digital Marketing Coach-
Always, Always Include Your Call to Ac- ing Certification ever developed!
tion. All this work in the details of optimiz-
ing YouTube - it would be a shame to miss This is your step-by-step blueprint to build a
out on the extra sweet and juicy low hang- Wildly Profitable online coaching business, and
ing fruit. the 4 Systems you need to scale your online
coaching business long-term.
Tell your followers what you want them to
do: hit the subscribe button, buy your prod-
As you read this, hundreds of coaches world-
ucts, check out more videos, head over to
wide are paying top online marketing consul-
your website, follow you on social media.
tants (Like AJ Mihrzad a key course contributor)
Whatever the direction you want to send
tens of thousands of dollars plus per year (even
them, tell them. Give them direction.
per month) to learn and implement just this kind
YouTube is a wondrous place full of di- of cutting edge, digital marketing strategy.
versions and distractions. I promise if you

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Personal Trainer Magazine
Fitness. Dedication. Success.

The Latest
Snapchat
Marketing,
Stats, Tips and
Tricks
for Life Coaches
and Fitness Pros

Trying to decide whether to integrate Snapchat into your core social media presence?

Does your ideal customer avatar include a rapidly growing millennial audience?

Did you know that Snapchat users in the age range of 25 and up is growing at
twice the speed of users 25 and under?

Knowing which social media platforms are the best for you and your target business audience can
be a tough choice.

It shouldnt all be guesswork so weve compiled some info to help you make an informed decision.

Whos There? - Snapchat Demographics!

[insert eye-roll at my knock-knock joke reference] I mean whos there - on Snapchat?

Who actually uses Snapchat? See whether they stand up to your target market profile or whether
it looks promising to try and reach a new market.

Snapchat is young. And as a common act of online symmetry, Snapchat users are also young.
A Whopping 37% of Snapchat users are between the ages of 18 and 24. Only 2% are boom-
ers, over 55 years of age.

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Users in the 25-35 age range are increas- this is the original feature of the app.
ing fast. This is useful if this age group fits
your market and you want to reach them A snap is just a picture you take, but its only
as they begin adopting Snapchat. available for a one-time viewing by your net-
work.
Recent data on gender isnt available
when it comes to Snapchat, but there is a
After being viewed, it disappears. They can be
stat from 2013 that 70% of Snapchat users
customized with messages and doodles, but
were female. Its unlikely this has flipped
the fact that they disappear became a major
in only a few years.
limitation and frustration.
The Global Web Index places Snapchat in
the hands of the Irish more than anywhere The major limitation of the platform continues
else. to be that it is time-bound, although the real-
time snaps are now also accompanied by 24-
Saudi Arabia, Sweden, and India followed,
hour Stories.
with the U.S. ranking fifth.
The United Arab Emirates, Canada, Bel- Stories
gium, the United Kingdom, and France
followed, giving us a top ten list. A Snapchat story is a photo or video message
If youre trying to reach college students, that is viewable for a full 24-hours. Perhaps more
this would be a great place to find them. importantly, they can be viewed an unlimited
Reportedly 53% of college students have amount of times during that 24-hour period.
a Snapchat account, according to a Har-
vard study.
The same Harvard study found that users
have no particular political affiliation. Be-
tween 35 and 39 percent of Democrats,
Republicans, and Independents reported
having Snapchat accounts.
Finally, the same study says 40% of Snap-
chat users identified as white, while 34%
identified as Hispanic, and 25% identified
as black.
Snaps disappeared after being opened, so they
The most likely change forecasted for were only seen once (assuming you didnt get
Snapchat is the size of its audience. With distracted by something like getting an email
double-digit growth year over year for from the Spencer Institute on the latest, indus-
five years, the trend is pretty clear. The try-leading online health and wellness coach-
age group will increasingly be older and ing certification programs).
while more men are likely to join Snapchat,
women as the primary user is expected to Stories are useful for businesses because if you
remain. have time to catch the attention of the viewer.

Snaps And as we know, repetition helps viewers to fa-


miliarize themselves with your brand and makes
If youre completely new to Snapchat, know that the message more believable. Here are a few

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Personal Trainer Magazine
Fitness. Dedication. Success.

quick steps to take while you create your first add snaps to your story to make it longer.
story.
A key figure to remember here is that the
Check your security settings! Youre a busi-
average Snapchat user attention span is
ness, so make sure stories are set to Ev- 8.5 seconds, so if you story isnt hugely
eryone to maximize visibility. engaging, making it longer than ten sec-
Take a snap, meaning take a picture or a onds wont reveal more attention on your
video. brand.

If its a selfie, add a lens to make it fun and Save & Send! It will be available on your
interesting. A lens can add interest, per- profile for 24 hours.
sonality, and even mark an occasion. A fun alternative is to submit a Live Story.
Press the post-it icon to add emojis and This is a collection of Snaps submitted by
stickers that fit your brand message. users. This can be a great way to increase
visibility, encourage user engagement,
Dont forget to add a caption, whether and celebrate an event.
typed or hand-written. If its hand-written,
its call a doodle. Memories
Add a filter. To keep it interesting, there are
geo-filters. These are specific filters avail- While all social platforms help people commu-
able according to where you are located. nicate in different ways and with different peo
Take advantage of these. They offer a way ple, Snapchats utility is focused on the camera
feature.
to personalize your snap in ways others
cant.
Originally, Snapchat was a way to capture mo-
Decide how long your story will play by ments, or snaps. Because those moments were
choosing the duration in seconds. The lost immediately after being viewed, Snapchat
maximum time is ten seconds, but you can had to find a way to let people share more and

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not be so time-bound. tips to the newbies in your network.

As with all platforms, this one has grown and Share highlight video segments from your fa-
evolved. One change is the switch from mo- vorite speakers at live events your attending or
ments to memories. when you do high-impact public speaking at
conferences or major industry events.
Memories are being rolled out so you can save
your snaps and Ben Shepardson give some Consider sending your best inspirational mo-
quick clear directions on how to create a mem- ments to those you believe could use a quick
ory for beginners. pick-me-up!

Youre not saving these to your Camera roll. The Snap Judgment
Youre saving them on the app in the content
section so they are available with a simple up- [insert eye roll for bad pun] The final word on
ward swipe. Hows that for simple? Snapchat is that it is evolving to better meet the
needs of its rapidly growing user base, which
Andrew Hutchinson has some great pro-tips on means more opportunities will open up for busi-
the topic. You can not only share memories with nesses too.
the public or with your network, but you can
send memories to specific friends. This might With a growing user base, well see an increas-
be especially useful if that memory was made ing ability to find the right people there and
with that friend. share our messages.

For business purposes, think about the ability to A rapidly growing millennial Snapchat popula
send memories to specific audience segments.
tion will mean lots of new customers and clients
if theyre a big part of your target market, espe-
cially if you take the time create truly, inspiring
and value-creating short video content.

Snapchat is a great place to experiment and


see whether you can capture your market with
the right images, videos, and customizations.
Its fun, its new, and another fun way to be you!

If youre growing your online business as a Cer-


tified Personal Trainer, send high-quality images
or short video stories from your most inspiring
morning workout routine to the early
birds in your network.

Send simple instructional demonstrations or


quick high-value health and wellness coaching

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Personal Trainer Magazine
Fitness. Dedication. Success.

Issue 8 2017
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An Introduction to SEO
for Life Coaches and
Fitness Pros

Youve got your website. Your email campaigns are lined up. Your social media is kicking major
you-know-what.

But, youre finding your competitors are getting more of your leads and you suspect its because
they are higher in the search engine rankings.

How did they make it to page one or two while you have to hope someone clicks past all the other
certified wellness coaches and certified fitness experts to find your website on page five?

The answer, my friends, is search engine optimization (SEO).

Although SEO has developed into its own field of expertise with hundreds of different areas to op-

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Personal Trainer Magazine
Fitness. Dedication. Success.

timize and tweak, you can still make significant the major points you need to have in place and
improvements to your blog or websites Goo- can easily implement yourself.
gle ranking ability with a core set of basic tips
and strategies. Google is really the behemoth SEO trendset-
ter when it comes to understanding SEO best
Heres your essential, basic beginners guide to practices, so Ill refer to Google, but just know
optimize your website. that Im talking about all search engines.

What Exactly is SEO and Why is it So Import- Keywords


ant?
Keywords are the crux of SEO. There are a lot
In simple terms, SEO is the collection of activi- of activities and best practices to have in place,
ties and tactics you utilize to show Google-bots but ultimately, keywords are, well key.
that your website serves a big consumer need
in a meaningful way and should be ranked hig- What Are Keywords?
her in web searches.
The short, easy definition of keywords as they
Websites that dont help consumers, are an- relate to SEO is, any word or phrase that your
noying, or have too many commercials and ideal customer or client would type into a se-
pop-ups, are ranked lower. arch engine to find, explore and ultimately buy
your product or service.
But how do search engines like Google, Bing,
and Yahoo know whether your website is provi- The more complex answer is that you need
ding value? to have a keyword family that represents your
brand, is broad enough to help you compete
The answer is long and complex because over among others with the same products and ser-
the years they have developed a significant list vices, and specific enough to lead people to
of consideration points and advanced algorith- you before your competition. It takes a surpri-
ms to help them measure value. sing amount of research.

That being said, lets jump right into some of Specific and Long-tail Keywords

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SEO is a bit circular. The more traffic headed to half, narrow, and wide. Phew! Now that is one
your site (and staying on your site) the higher long tail!
your search engine ranking.
SEO Keyword Search Tools:
The better your ranking the more traffic will be
driven to your site. It makes sense, but for newer There are tons of tools to help you research the
sites, it can be a headache. This is why keyword best keywords to use. Ultimately, I recommend
strategy is key. Google AdWords Keyword Planner Tool. Its
free. Its accurate.
It used to be the case that site owners had to
choose one word that they wanted to rank for. Most companies that make you pay for simi-
lar service, claiming to be better, are actually
Many sights got huge volumes of traffic and just talented web designers who have created
made tons of money back in the day, before a branded skin for the AdWords Keyword Tool
Google started seriously evolving its algorith- and are charging you to use it.
ms.
Although you can use free Keyword search tool
Also, as organizations became increasingly awa- like UberSuggest to get some basic keyword
re of and implemented SEO tactics, keywords ideas.
became more and more competitive.
Websites & Web Pages
Trying to rank for a word like shoes for examp-
le, would be impossible for a small business The first thing to know about optimizing your
because you would never draw enough traffic site is the important distinction that search en-
to your site to show Google and other search gines rank each individual page on your site.
engines that you are a major supplier of shoes. This has a few implications:

There are so many large corporations like Nike You need specific keywords for each web page.
and Adidas that can sink huge amounts of mo- You want to have a strong keyword family, five or
ney into paid traffic and steal away any pros- so keywords that represent your overall brand
pects that do a Google search on shoes. and from which youll develop all other keyword
listings.
Instead, we had to use more specific keywords
like, womens shoes and kids dress shoes. However, most people have more than 5 web
Then, as those became more competitive, we pages. This means you need to think careful-
had to get more specific and use, best stylish ly, research, and strategize on many keywords
athletic womens shoes. (a long tail keyword that will work for your brand and can be divided
phrase) And with this specificity, the long-tail across each page.
keyword was born.
And yes, this means each page needs its own
Long-tail keywords are nice and broad, so you keyword, to include the about page, the often
still attract search traffic, but specific so Google forgotten FAQ page, and any additional landing
knows exactly what your site is all about. pages you create, such as your Twitter landing
page or online class registration page.
Now we see long-tail keywords like, best in-
expensive high-quality athletic womens shoes Luckily, Googles update this year took some of
for marathoners and triathletes in all sizes, full, the pressure off when they declared they will

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Personal Trainer Magazine
Fitness. Dedication. Success.

rank based on overall brand rather than exclu- life.


sively on specific keywords. This is the seman-
tic search people like Ashley are talking about Rand Fishkin has a lot to say about developing
when they say keywords are dead. your keyword lexicon and applying effectively
to your site. Some best practices for how to use
Semantic searches are one example of Goog- keywords in your site content are as follows:
les move to machine learning and cognitive
computing processes in its algorithms. Choose a topic keyword for each web
page and make sure you use it in your page
Put simply Google also looks for other words copy. Dont go crazy and put it in every pa-
and phrases that have a similar meaning to your ragraph. Google calls that keyword stuf-
keywords. It also attempts to general conceptu- fing and suppresses your results rather
al overview of the overall meaning, quality and than ranking you higher. Just use it in your
search value of your of the ridiculously good page copy where it fits naturally.
content you need to be creating and posting as
frequently as possible. Most pages can be 300-500 words, but
make sure the pages you want to rank the
This development is a double-edged sword. highest have closer to 2,000 words.
The good side is that Google will rank our web Part of the reason for this is if the copy is
pages within the context of our entire site, so if well-written, people will stay on your page
several pages are performing well, it will eleva- for a longer period of time, lowering your
te other pages on our site. bounce rate and helping Google to see
that page is valuable to visitors.
It also means that while keywords are really im-
portant to young site, theyll become less im- Use the keyword in the page title, page
portant as you grow your following and site snippet and page description.
traffic. The downside is that very large organiza- Google doesnt use the page description
tions with established brands and a strong web for ranking purposes anymore, but if you
presence will outrank the little guy, ongoing. did your research, you selected words and
phrases that your prospects are searching
Site Content for, not just words that will help Google
understand your site.
The pursuit of SEO gave birth to article content.
Blogs were originally just personal online jour- Prospects will see your page description
nals individuals kept. in search results and it will help them de-
cide whether to visit you site.
When organizations began to realize they nee- Use keywords in the images you feature
ded more web pages with their related keywords on your site. When you first save images,
on them to rank higher in search engine results, be sure to save them with a labels that in-
suddenly everyone had to be a content machi- clude your most important keywords.
ne.
Google can see the names of your images and
Blogs have since evolved into a way to commu- it helps it understand what the content of that
nicate stories about your brand, explanations page is about.
and links to your products, and lifestyle recom-
mendations to encourage consumers to integ- It will also show that image when people do an
rate your brand and services into their everyday image search on your topic, which is another

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way to more people visiting your site. Others wait for backlinks to happen organically
as they are discovered. Either way, this is a ma-
Linking jor contributor to Google rankings.

So many people ended up stuffing keywords all For more on backlinks and which ones matter
over their sites just to get traffic that consumers most, this is a great resource.
began to complain.
Interlinks
You would search baby diapers and end up at a
celebrity gossip or automotive site with tons of Google also tries to understand your site and
spammy pop-ups just because they tried to beat what it is you are providing.
the system and layered baby-related keywords
into their copy to try and capture more traffic. When you link pages to each other, it helps Goo-
gle to index your site, understand the layout and
In response, Google had to find additional ways make better recommendations (higher search
to determine the value your site brings to the results) when someone searches on your topic.
web and how relevant it really is. Jayson De-
mers has some great thoughts on linking and Interlinks still take thought and time, but are
social media syndication. not nearly as consuming as backlinks. If you are
writing about nutrition and you have three rela-
Backlinks ted articles as well as an online course, interlink
these resources.
Part of building an online presence is building
authority. We do it every day without even rea- Have all the articles point to the course and
lizing it. When we put our bio out there, we are make sure each article has one to two links lea-
building credibility and asking people to see ding to one of the other articles. As long as the
us as an authority. When we write blog articles, links fit within the content naturally and are not
we are establishing ourselves as an authority. forced, Google will see that these pages are re-
lated and will rank them more closely.
Google decided that ranking a site based on
its online authority would be a value add and External Links
keep sites honest.
With all this linking going on, it makes sense to
A backlink occurs when a site links to your site. include links to the outside world. It was once
When a site with high authority, meaning a site a best practice that you never link to someone
with a strong presence and a large amount of elses site because you want people to stay on
traffic, links to your site it raises your authority. your own site for as long as possible.
Google looks at the fact that this big site linked
to yours and assumes you must have valuable Then it rubber banded the other direction and
content. people were adding links to external sites in
every paragraph.
Building a backlinks campaign is time-consu-
ming and hard work, but its worth it if you can Now it helps to add 2-3 links to outside sites
build backlinks over time. Many people do this that have very high authority. It helps Google
by finding sites that are related to their own and to understand your overall topic because these
asking them to link to their content. external links are assumed to be related resour-
ces you are directing your readers to.

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Personal Trainer Magazine
Fitness. Dedication. Success.

It also boosts your own authority, just a little, Focus on creating evergreen content on
because you are helping Google to understand your site - content that can be used regard-
what you are all about when you link to similar less of time of year and several months/
material. years down the road.
Example of great evergreen content might
Social Media
include a high-value tips and tricks blog
post on how to engage business owners
There are many best practices that can help your
and industry thought leaders on Facebook
cause, but social media is a tool that can help
Live or the most powerful Twitter engage-
your online brand presence as well as your SEO
ment tips.
ranking.

Here are a few Social Media For Google Ran- SEO is complex. Its hard work, And it takes on-
king Best Practices: going diligence. Its is an industry with professi-
onals who have built their entire career around
Practice influencer marketing. Find peop- providing their SEO expertise. But now that
le in your industry to share your content. you have this guide you are prepared to lead
That will lead to more people seeing your the way with the best of them using these best
content and linking to it as well as more practices and tips.
traffic, both of which boost your ranking.
Super Bonus Tip: Implementing and main-
Add links to your YouTube videos directly
taining the hundreds of SEO factors you need
to your website or blog:
for your website or blog can take several hours
This is a powerful link building secret that a week not to mention the weeks and months
most people dont know. Why? youll need to spend learning about them. For
many, its a full-time job.
Because YouTube is owned by Google
and it has very high site authority ranking.
Check out this amazingly affordable Full SEO
When you add a link to your content in your
service that does all that work for you. This will
video description youre actually creating
free up more of your time to focus on conti-
a high authority backlink to your website.
nuously developing and delivering your online
And you can do this every time you post
coaching or fitness services: Rank Dominator
a new, high-value video to your YouTube
channel.
Use Google+ as part of your social me-
dia plan. Many people dont realize it, but
because Google is the primary search
engine people are concerned with and
because they own Google + as well, you
actually get SEO points for using their pre-
ferred social network.
Return traffic gives you a boost so aim
for evergreen material. People talk about
recycling old content as a way to keep up
with social content demand, but if it drives
traffic to your site, youre continuing the
SEO circle.

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Issue 8 2017
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Personal Trainer Magazine
Fitness. Dedication. Success.

The Secret To Writing Digital


Marketing Copy That Sells

When youre
writing copy,
youre simply mak-
ing a compelling
argument for your
product or
service.
So youve been learning about the critical role effective
digital marketing plays in building your online business.

You know that crafting and placing great ads into your regular and native social media channels
can be a powerful way of getting new clients and customers for your online coaching or fitness
business.

Maybe youve even taken our cutting edge online coaching certification to learn the industries
most cutting edge fitness and coaching digital marketing best practices.

As a certified wellness coach or fitness professional, youre already been building your career on a
solid foundation of expert knowledge and by earning industry-leading credentials.

But when it comes to writing sales copy, youre not a in advertising. Youre not a graphic designer.
Youre not a copywriter. Youre not an SEO expert. And youre not a social media savant. All of these
are separate career tracks in the field of marketing.

You need to create an ad and you dont have a marketing team to pull it together for you.

Youre winging it and thats OK, because you have this handy best practices guide to writing ad
copy.

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Copywriting is its own skill set separate from tion of what a well-constructed argument looks
any other type of writing. like, just understand for the sake of copywriting
Under the heading of writing you might find e- best practices that a basic argument consists
book writing, which is separate from article writ- of four parts: claims, counterclaims, reasoning,
ing, which is separate from writing white papers. and evidence.

Each has its own skills, best practices, and writ- Claim
ing style. The same goes for copywriting.
Make a single claim about your service, such
Copywriters use different best practices and tac- as its price or quality. If you provide both, a low
tics to write copy for landing pages, web pages, price and high quality, then you have two sepa-
AdWords ads, regular and native social media rate claims with which to persuade your pros-
ads. pects.

One common best practice followed by all top Counterclaims


copywriting professionals is that they under-
stand theyre making an argument. And argu- We know that there are two (sometimes more)
ments have a formula. sides to every argument, right? Well, this is your
chance to anticipate consumer questions and
How to Make Your Argument claims made by your competitors. An example
of a counterclaim might be side-by-side com-
People today would have you believe their for- parisons.
mula is somehow new. There are all kinds of ar-
ticles and webinars about what to include in an Reasoning
ad to make it compelling and believable.
You can list the reasons your product/service is
worth buying even though its less expensive.
For example, youre passing on huge savings
with the world class health supplements you
supply your clients. Offering an major initial
discounted rate, and/or a philosophy that low
prices better serve your market.

Your reasons need to make sense to your pros-


pect and convince them they are making the
right purchase. In sales, this is often referred to
as addressing prospects objections or antici-
pating and planning for their rebuttals.

For example, If you know a common rebuttal is


When youre writing copy, youre simply mak- that your product is too expensive, be prepared
ing a compelling argument for your product or with a great payment plan option.
service.
Evidence
Youre establishing why your offering is better
quality, less expensive, more important, or Part of having a voice online or anywhere else is
unique from everything else out there. that you build credibility. This is especially true
when making an argument for your services.
Without launching into an academic explora-

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Personal Trainer Magazine
Fitness. Dedication. Success.

You now need to prove your claim. Examples fect client is as well as how and where to reach
might be case studies or video testimonials from them. This is a great marketing exercise every-
your most satisfied customers. Just remember, one should do anyway.
evidence is verifiable and directly backs your
claim. Does your perfect client tend to search for their
personal trainer online or do they only want a
Copy Formulas that Convert word-of-mouth personal recommendation from
a friend or someone at their gym?
Now you understand that in order to inform
and persuade people in a compelling way, you If they are the online search type, you know that
need to state your case by making a classically developing ad copy for AdWords might be the
well-constructed argument. way to go.

If they like to get recommendations, but do so


through Facebook fitness groups or through
their online friend network, writing copy for so-
cial media ads should get some consideration.

What all guides for digital copywriting have in


common is to make sure you have the right call
to action. Daniel Faggella brings it home when
There are plenty of people who suggest for- he says:
mulas. Most of the time they are adding classic
sales tactics to the standard argument profile. Dont assume that your prospect is going to
automatically take the next step provide an
Eddie Shleyner breaks down the four step ar- explicit call to action.
gument by recommending Bob Stones flexi-
ble and widely used 7-Step Formula for writing He goes through the basic argumentation
copy that sells. steps, though under slightly different names,
then makes his point about a call to action.
You can see from his list that you need to make
your claim, list your counterclaims, include rea- People are processing all the information youve
soning and evidence, but this formula adds the put in front of them. Help them take that final
invocation of Freuds pleasure principle. step by guiding them - telling them what to do
next.
Simply stated, people seek pleasure and avoid
pain. So, dont just include why your service will The Incredible Marketing Power of Emotional
help people. Triggers

Describe how not having your services in their Once youve covered the basics of clearly, simply
life has been or will harm them. A common ex- and quickly communicating your value-propo-
ample is letting people know theyll miss out. In sition (the unique value you deliver above and
a world where everyone wants to belong, ex- beyond your competitors), the door is open for
clusion can be considered pretty painful. the effective use of powerful emotional selling
Julie Boswell recommends a formula where you triggers.
call out your prospects. Actually point out who
your message is for. Dan Shewan makes the point that tapping into
the emotional appeal is one of the best ways to
This means you have to know who your per- connect with consumers. It also helps build a

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strong and lasting memory for your brand.
Research your audience to understand how
The prime example of eliciting emotional trig- they talk and what they respond to.
gers in you online audience includes sharing
powerful, real life stories of personal challenge Know your competitors. What kind of ad lan-
and transformation. guage and value propositions are leading train-
ers and coaches using in their ads?
For example, video testimonials from your cur-
rent and past coaching and fitness clients that What highly emotional and inspiring personal
convey the negative emotions and experiences and client stories are the industry leading well-
they had prior to their work with you and your ness coaches and top fitness professionals shar-
service enabled them to overcome those pain ing with their online audiences?
points and obstacles are used by the worlds
leading online coaches to emotionally inspire Youll inevitably run into areas of uncertainty
people to follow through with their calls to ac- no matter how much research you do, so plan
tion. on doing some A/B testing. Meaning, put a few
different ads out and see which copy converts
better.

It will only help you understand your market


that much better. Christina Gillick describes this
perfectly when she examines a common saying
in the field, If youre not testing, youre guess-
ing.

That being said, writing copy is a form of com-


munication. To close the communication loop,
you have to return to step one, which is to listen.
Provoking a very real human emotional re-
sponse, negative or positive, is an important Pay attention to analytics, but also listen to your
way we can relate and connect with each other existing clients. Hear out your prospects when
in a cold digital world. they have feedback or tell you why you didnt
win their business.
Just be careful any negative emotions you trig-
ger are not carried over into your brand or prod- Even more important than big data is your per-
uct perception. Let them know your product or sonal ability to listen to and understand your
service is the best solution. clients needs. If you can listen to their needs
and talk openly about how you can help - youll
Always emphasis how you meet you clients write compelling ad copy.
most important needs and help them resolve
their real world pain points and problems.

Close the Communication Loop

When you get into advanced copywriting, you


may look at details such as whether your audi-
ence will react more favorably to the word, awe-
some or amazing but all were really talking
about there is research and testing.

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Personal Trainer Magazine
Fitness. Dedication. Success.

The Road to Success


is Not Always
Sunshine and Rainbows

If you think success comes easy, you need


to think twice. Most of the successful peo-
ple you hear about didnt get to where
they are now by luck, chance, or destiny.
They got to where they are through hard
work and battling through extremely diffi-
cult times where they wanted to just quit.
Nick Rians, the CEO/Founder of FitRanX, has a
story that just might surprise you.

Issue 8 2017
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Rebel Youth position before.
However, right after boot camp, he would be
Rians grew up in the suburbs of Chicago. As in for a rude awakening. Rians was sent to his
a student he said and I quote I wasnt the permanent unit for the rest of his enlistment
sharpest tool in the shed. He got average and was back at the bottom of the barrel. That
grades in school and was really only interested meant taking orders and doing all the fun
in martial arts. His parents got him into the arts work that nobody else wanted to do. It wasnt
hoping that it would help with his stubborn re- long before his rebellious side reared its ugly
bellious side. To their disappointment, this did head again. Rians decided he was going to
not work. Rians parents could not handle his take what he liberally calls an unauthorized
antics any longer and gave him a choice. By vacation from the Marines and head home to
his 18th birthday, he had to be moved out of Chicago.
the house or signed up with the military. With
nowhere to go after high school, he decided Handcuffs
to join the Marines.
Needless to say, his parents did not greet him
Life in the MARINES with open arms. They actually called the au-
thorities and had him arrested and sent back
Since Rians had trouble with authority, he to California to finish his enlistment. As he told
thought joining one of the strictest branches me this story, he sits back and laughs, If you
of the military was the best possible choice. have never been walked through the airport in
Two weeks after his 18th birthday, he shipped handcuffs with a Marine on each side of you,
off to Marine Corps boot camp and absolute- you should really give it a go. Maybe I will
ly loved it. He was made a Squad Leader after someday.
only a few weeks and remained in charge of
the squad until graduation from this segment The story doesnt end there. After shipping him
of training. This was his first REAL taste of lead- back to Camp Pendleton, he was punished and
ership. He had never been put into this type of the best way to describe it, he said, was like
being on house arrest. This didnt
sit well with Rians, so he decided
the first time wasnt enough and he
would go ahead to leave for a sec-
ond time.

To boot, this time he stole a friends


car to get off base and disappeared
for 30 days. Within those 30 days
he stayed with his aunt and uncle,
traveled around to different hotels,
and eventually decided to turn him-
self in. As he recalled, this time the
Marines were not willing to be so
nice.

Rians received a court martial for


this act, a very serious sanction. He
was stripped of all former rank and
sentenced to brig time. The brig

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Personal Trainer Magazine
Fitness. Dedication. Success.

was scary. He was locked up with murders, rap- decided to go into the fitness industry once
ists and every other type of criminal. During his 4 year enlistment was up.
his time in contemplation here, he decided it He linked up with one of the trainers from
was time to change his ways. He decided to Extreme Makeover TV show, Michael Thur-
accept that he needed the time in the brig and mond. Thurmond took Rians under his wing
accepted the sentence. When he went back, and taught him everything he knew. He eventu-
he would do so in sincerity with the intention ally worked out a business relationship where
of serving his unit and doing the job he signed Thurmond supplied him with clients.
up for. After what seemed like years, Rians was
released from the brig and was sent back to Rians set up shop in Huntington Beach, Cali-
his unit. fornia. There, he started off his fitness career
doing one-on-one sessions. With Thurmonds
A Choice help, his scheduled filled up fast. What to do
now? He would start hiring on other trainers to
This time he was different; his commanding handle the overflow which was a good thing
officers could see it. He had been stripped of to have. One after one, he filled up his trainers
all rank and now starting at the bottom had a schedules until he had 5 full-time trainers.
whole new meaning. Even the men he trained
with at boot camp now out-ranked him. At this point, the boot camp concept was start-
ing to get popular, so he tried his hand at that.
This new sort of rock bottom really put a point He ended up opening 7 different outdoor boot
on the choice Rians had been facing: merely camps in all the neighboring cities.
exist in the military, kicking a can about his bad
situation, or prove that not only would he serve Lessons Out of Monstrous Growth
with honor but that he would far exceed ex-
pectations. However, he soon found out managing that
many locations was not a good idea and down-
Now, not everyone responds well to this ex- sized to something more manageable.
act type of motivation, but this was the exact
fire that Rians needed that pushed him to go Since his fitness business was doing so well, he
above and beyond. He studied day in and day decided he would jump into the mixed martial
out like he never had in his life. He learned his arts business as well. Rians started the South
Infantry profession like no one else. He was Coast Fight Club where they offered mixed
eventually granted 4 meritorious boards, win- martial arts, muay thai, brazilian jiu jitsu and a
ning his rank back plus some. His story was so youth program for mixed martial arts. But that
inspiring that the base general himself came wasnt all, during this time he also helped cre-
down to speak with him. Rians exited the Ma- ate one of the most popular fitness apps called
rines with a higher rank than most of the men iPersonal Trainer.
he came in with.
All this growth shot up showing how his passion
The Fitness World and leadership skills from the military played
out in the real world, but still, Rians wasnt yet
One thing that stuck out to me in speaking with in the best position to profit from this. Over this
Rians was his love for a singular notable func- period of time, he maintained at least 12 staff
tion he performed in the Marines, which was to members working under his charge, however,
make the weaker Marines in his unit stronger. this was all operated out of a 20,000 square
Part of this was helping the overweight ones foot gym that he did not own.
get down to where they needed to be. So he

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The gym owners saw that Rians was profiting He also restructured all of his fitness programs
more than they were and decided to get sneaky. so he wouldnt get burned again. No more
The owners went behind his back and met with one-on-one sessions were offered. Only large
his staff members offering them a better deal group sessions and semi-private sessions (2-4
if they would continue to train those clients at people), plus no one singular trainer would
their gym after they kicked him out. Regretta- be allowed to work with the clients consistent-
bly, two of his longest staff members decided ly. He developed a rotating schedule so cli-
to take them up on the offer. This was some- ents trained with all of his 14 staff members. So
thing that he still doesnt forget when speaking when he had to let employees go, he lost next
with gym owners who are new on the scene, to zero clients. They were loyal to the gym
its business owner beware. not to the trainer.

A Bit of Mutiny with Your Tea If you dont know Huntington Beach, Califor-
nia you should know that it is one of the
One morning, Rians opened up his email to toughest places to own a gym. There is literally
find a message informing him that he was not a fitness center or two on every corner. Rians
allowed to step foot back into the gym, or else had two Crossfit locations occupying space in
the owners would call the police. He recalls the one parking lot this was just one block away.
shock almost like it was yesterday.
It became clear very quickly; he had to come
For almost 7 years, he had done business with up with something that made him stand out
these people, bringing them money and from all these other gyms.
supporting their business, and overnight they
stabbed him in the back with no warning. He Something Happened that Would Change the
didnt know what to do. Rians had put his life- Fate of Gyms Everywhere
blood into building this business-within-a-
business from the ground, up. His epiphany came when he was sitting at a
business event in Las Vegas.
He felt as if the world was crumbling down on
top of him. His two trainers took 60 members One of the speakers said, What are you do-
with them and 50% of the companys income. ing that makes you stand out from everyone
He was devastated. The gym told him he could else?
come pick up his equipment that weekend, and
they put all of his stuff in the back parking lot. Rians had nothing with which to answer to this...
He had to rent a 24-foot U-Haul truck to fit all he was offering fairly the same services as his
the equipment he had accumulated over the competition. He knew it was time to think out-
years. side the box.

When a Bad Thing Isnt a Bad Thing He described this inner monologue to me.
What do I know better than anyone else? What
The situation that seemed horrible at the time can I be the best at doing? It hit him like a ton
ended up being a blessing and a big one. of bricks. What kept him so motivated in the
Rians quickly went to work on finding a brand martial arts? Belt ranks. What motivated him
new location; this time it would be his own. He after his brig time in the military? Rank. That
found a perfect 6,000 square foot facility, for was it!
which he would be paying less than with the
previous gym owners. He combined his fitness He then went to work on putting together a
and MMA companies under one roof. fitness ranking system that would work for a

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Personal Trainer Magazine
Fitness. Dedication. Success.

beginner that had never stepped foot in the


gym, but would also motivate a seasoned ath-
lete. This was a huge undertaking.

The Proof is in the Pudding

FitRanX was born. Rians tested this newly cre-


ated ranking system with his members for al-
most a year. During that time, he was able to
grow his business to almost 500 members be-
cause he offered something no one else had. So, he did something his business partner
He was on top of the world. He married his didnt expect. He gave her the gym. He gave
beautiful wife, Melissa, that year and adopted her no-strings-attached, complete ownership
his two step-children named Joey and Suzy. and walked cleanly away with his FitRanX
brand, iPhone app and few kettlebells.

All You Have is Now

He remembers sitting on the beach the next


day with his daughter, looking out over the
ocean and thinking, What the hell did I just
do? He walked away from his primary source
of income. He only had savings to support his
family for a few months. What on earth was he
going to do, now?

For one year, Rians went to work learning ev-


erything he could about the online business
world and how to sell his FitRanX System. He
didnt want to keep it to himself. He wanted
to get it out there so other gym owners could
experience the growth that he had. This one
When Trouble Strikes: Where is the Real Val- year was one of the hardest, most challenging,
ueof Business? years he had ever faced.
But just when he thought nothing could go He and his family lost everything. He had to sell
wrong it did. his Hummer to afford rent. They had to sell any-
thing of value on Craigslist just so they could
His business partners lawyer contacted him afford to buy groceries from the 99 Cents Only
saying that she now wanted more ownership store. But that ended up not being enough
of the company. Otherwise, this letter said, she and he describes that how they eventually lost
was going to sue him for rights to the FitRanX their house. Rians, his wife, his two step-chil-
brand and for rights to his iPhone app he dren and now their soon-to-be-born baby girl
helped a developer to create. At this point, he had to move in with their in-laws.
knew the relationship he had with his business
partner was now ruined. He also felt like there At this point, he wanted to quit. He wanted to
were bigger and better things waiting for him. go bury his head in the sand. He just didnt

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know if he had anything left in him to keep Almost 4 years later, FitRanX is used in 1,045
pushing forward. But he held on to his glim- gyms at the time of printing, and in 27 different
mer of hope, his dream to share his System countries. Rians now works from home, where
with the world. he can spend all the time he wants with his
wife and three children. He currently still lives
There is Something Familiar About this Place in California, but is also developing 140-acre
ranch in New Mexico where he and his wife
At this point, with nothing to his name, Rians will eventually retire.
knew that no one else was going to believe in
him, so he had to believe in himself.
When I first contacted Rians to do this story, he
So he started contacting some of the biggest said wanted to bare it all, with both sides of the
guys in the fitness industry. He eventually got a coin, failures and also successes not to brag,
hold of Chris McCombs. McCombs scheduled but to show you what it takes to be truly suc-
a sit-down with Rians to go over the FitRanX cessful. That its not always going to be good
System. Luckily, McCombs loved the program times. That hard times are what build charac-
and knew it would be a big hit. ter. The scars you get on your journey to great-
ness are your true badges of honor. Because
So he told Rians that for $5,000, he would ral- most people dont have what it takes to make
ly up the other fitness gurus and they would it. They give up when times get tough. But if
launch the system. The only catch? Rians had you truly have a dream and believe in yourself
to lay down his ego and tell McCombs that he when no one does, says Rians, you can reach
had no money. Absolutely zero funds to pay the top of the mountain and say, I did it!
him. Rians was at rock bottom, but these fitness
giants, with McCombs at the helm, helped him
out anyway. No money up-front, just a little bit
more in commissions for the sales. Rians tells
me straight up, he will always be in McCombs
debt for what he did for him.

So McCombs gathered up all the fitness pros


and they all launched the FitRanX System to
their people.

What Will the Tests of Life Bring Out in You?

There were so many chances to quit Ive seen


it time, and time again. Just when you think
you have almost nothing left, it could be right
before a big breakthrough. Rians could have
thrown in the towel on several occasions, but
he just kept evolving. He knew his personal
values, he knew the value of his trade and he
defined his unique service to the world. So
through all the bull, he fought back against
these tests of life and things came up roses on
the other side.

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Personal Trainer Magazine
Fitness. Dedication. Success.

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The Hottest New Social Media
Marketing Tips, Tactics
and Trends:
Social media keeps us updated about trends, world news, our friends and familys latest food ad-
ventures, and trending cat videos.

Luckily, social media is also one of the first places people go when they are researching a new topic
or business.

Thats great news for those of us working as industry-leading wellness coaches and digital fitness
pros.

If we leverage the latest new social media strategies to our advantage and implement best prac-
tices, we can optimize our reach to those who need our professional help.

For the most recent non-platform-specific power tips, Peg Fitzpatrick has a few super ideas.

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Personal Trainer Magazine
Fitness. Dedication. Success.

Facebook Gives You Laser Customer Focus and the minimum payment is lower than ever.
This puts you in control of your campaign bud-
Have you heard? Facebook recently changed gets.
its algorithm - again.
You can boost the visibility of your page or just
Although Facebook Live video marketing can boost a specific post. Or you can promote a spe-
hugely increase your social reach on Facebook cific call to action, like call now or download
organic reach in general is being reduced more the app here.
and more.
Best of all, you can choose whether you want to
Thankfully, Facebook always implements in- spend a dollar a day for four days or $300 dol-
creasingly better Facebook advertising oppor- lars a day for a year.
tunities and its still possible to optimize your
posts and craft highly effective Facebook Ads. Spend according to your budget and goals,
rather than being limited by Facebooks restric-
Even though your posts are reaching fewer peo- tive guidelines. Great news for small businesses
ple by organic means, continue to post content like yourself!
that will attract engagement by those who do
end up seeing your post. At Social Media Today, Larry Kim points out the
latest ability to connect directly with people who
Every time a post of liked, shared, or comment- have engaged with your content.
ed on, it increases the likelihood that the post
will be seen by more people. Any account with fewer than 100,000 page likes
can invite people who have recently engaged
The Facebook-bots see engagement as a sig- with content to like their page. They already en-
nal to not only boost that posts organic distri- gaged once, showing they like what you post.
bution, but also that the person who engaged
genuinely wants to see your content now and Doesnt it seem likely they would engage again?
in the near future. Invite specific people to like your page and
youre building, hand-picking, an audience that
Playing with lasers may sound like something appreciates your content. Why wouldnt you do
only people on Star Trek get to do, but choos- this?
ing an audience on Facebook is taking advan-
tage of advanced laser targeting like you can Pinterest is Adding Powerful News Features
on no other social network.
Pinterest is one of the newest players to the
You can be as specific as zip codes or as broad social media playground, yet they are doing a
as countries when choosing who will see your fantastic job building features and opportuni-
content! ties for both consumers and businesses.

Choose specific behaviors and interests or up- Why Pinterest? Well, because amazing visual
load your customer list and specifically target content is really the ultimate form of online con-
people who know your company with a new tent right now.
product you think theyll be interested in. Pow-
erful right? This is especially true for the huge and grow-
ing fitness and wellness industries where more
Different types of ads are available on Facebook and more people are building great high pay-

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ing online practices! convert.
Pinterest has rolled out an extra way to
Basically, anyone can be a pinja - a highly
search. To find products, you can tap on
skilled pinning ninja. Get it? OK, Pinterest isnt
the visual search icon located at the top of
as much of an eye-roll as my social media jokes.
each pin.
Heres what you need to know:
Explore the results in a curated collection
Pinterest now allows promoted pins. This of similar pins. As a business, you can lever-
was introduced a little while ago, but its age this by finding the most popular visu-
still not leveraged by many organizations. al searches and integrate the top pins and
The opportunity immense. searched images into your own boards.
Its not only great because you can sell stuff, This is a great way of bringing attention to
but because you can test your price-point. your account with content that is already
Find out which price produces more con- popular and likely to be repinned. As the
versions and you suddenly have a great sites blog would say, Oh, how pinterest-
resource that robust tools like Google an- ing!
alytics cant test.
You can now promote video pins. Video is And Then You Have Twitter
currently trending as the king of content.
Twitter is utilized by all kinds. Its a great way of
There are so many ways to produce vid-
connecting with and deeply engaging industry
eos now without being a videographer or
professionals, prospects, and like-minded or-
having to spend a huge pile of money to
ganizations or people you might want to col-
create a promo and training videos.
laborate with in real time.
Combine that with the ability to turn these
video pins into promoted pins and you Twitter is called the influencer network be-
have a powerful way to grab attention and cause its one of the best places to connect

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Personal Trainer Magazine
Fitness. Dedication. Success.

with people who can make a difference in to keep users engaged. Tools like GIFs,
your visibility just by sharing your content polls, and emojis are great ways to encour-
on the spot. age engagement like never before.
While this opportunity has been around for Now, Twitter is even adding promoted
a while, it is becoming a more commonly stickers, according to Grace Duffy. These
leveraged opportunity. Implement influ- are another way to integrate interest and
encer marketing into your social media opportunity for engagement. Bring it on,
plan and watch your following skyrocket. right?
Scheduling content has never been easier.
There are countless platforms that purport There are so many incredible ways to leverage
to have the best analytics, the best fea- social media, but these updates are just a few
tures, the best dashboard. However, one incredible opportunities available. And if you
of the newest pieces of advice is the abil- want a look forward, consider Jason DeMers
ity to post the same thing to Twitter mul- recent look ahead.
tiple times.
Tami Brehse describes how much she re- These are an accumulation of some interest-
cycles her posts and how many times she ing insights that may well be a great way to an-
dares to post the same link. This has been ticipate future opportunities. Arguably 2 of the
verboten on Facebook so there has been most important of these anticipated social me-
hesitation on Twitter, but now we know, dia marketing trends for your online fitness or
this is a great tactic to implement. coaching business include:

Why? Monopolization
Because unless youre using promoted
tweets on Twitter, only a small percentage It may be that in the not too distant future one
of your Twitter followers will see any single giant social media platform will dominate, in
tweet you post at any one time. much the same may Google has come to domi-
nate the search engine world. And it just might
Many leading brands re-tweet the same be Facebook?
content over days and weeks. Its also nor-
mal on Twitter for folks to tweet every 30 Pay-Only Visibility
minutes, even every 15 minutes at peak
times. The new name of the game across most of the
Eighty-one percent of users say Twitter is major social media platforms is a growing trend
more influential when making a purchase, to reduce the exposure of shared content to
than TV. Say What? Kimberlee Morrison only those who follow you directly.
describes several interesting and updated
stats, but one of the best tips is the under- Reducing organic visibility and trending with
standing of just how influential Twitter is paid exposure outside of your own followership
for consumer purchase decisions. in favor of paid visibility is quickly becoming the
norm.
If you arent on Twitter, you should be. This
especially true if your ideal customers
Social reach is now increasingly caring a price
are corporate employees, manager and
tag. And the price of paid reach will likely in-
thought leaders.
crease as it slowly replaces organic reach.
Twitter is always looking for fun new ways

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Personal Trainer Magazine
Fitness. Dedication. Success.

Top 10 Email Marketing


Stats and Tips For
Life Coaches and Fitness Pros
Even with all the effort we put into creating highly effective Facebook ads, or creating and sharing
amazing Facebook Live videos, email is arguably the single most effective way to connect with
more ideal life coaching and fitness training customers.

Thats why theres so much talk about growing our email lists.

We can develop lead magnets, all manner of landing pages, and sales funnels, but ultimately, the
numbers point to email as the highest converting tactical sales channel.

The Why

Just check out some of these stats about email marketing Vivien Reyes at Callbox assembled.

Email marketing has an ROI of an incredible 4300% percent.


Forty percent of qualified leads discover websites via email.

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Sixty-four percent of decision-makers read these are all helpful downloads someone
email messages via mobile devices ma- will watch for in their inbox.
king them more accessible than ever.
Adding social media sharing buttons to The Design
your email messages increases click-th-
rough rates by more than 150% percent. So we know email is important, but the whys
Irfan Ahmad lets us know all about com- and hows of email optimization can still elude
bining email and social media strategies us, right?
and its pretty enlightening.
Well, theres actually some science behind some
of our decisions and here are a few pointers
The List
about your actual email design.
To send emails you need a list, right? Sure, that
Use the inverted pyramid design. The up-
makes sense.
side down pyramid actually leads the eye
down the page, helping to guide or funnel
Well, youre lucky because theres some great
your reader down the page to make sure
research on incentives that can help to motiva-
te website visitors, more importantly, your tar-
get market, to sign-up. Peter Roesler has some
great tips worth checking out and there are a
couple here worth pointing out.

Dont use paid email lists unless you actu-


ally know exactly where they come from
and the type of person that will be on the
list. Purchased lists are often counter-pro-
ductive because the recipients are often
not in a specific target market. More im-
portantly, they often know they havent
signed up for your email and will unsub-
scribe before they even interact with your
carefully crafted email work-of-art.
Offer something of value. Inboxes are in-
credibly overloaded. Its so simple for
your email to get lost in the noise. But you
can cut through that noise by offering so-
mething the recipient is actually looking as much of your carefully crafted message
for. as possible is taken in. Be sure to begin
with large text in your heading and end
Put simply: You need to use email as a con-
with your extremely clear call to action!
tent marketing channel more than as a di-
rect digital marketing channel. Use your Value Proposition effectively. As
a reminder, your value proposition out-
For example create and email an gre-
lines what your reader will get out of your
at ebook, an infographic, a helpful study,
product or services. Focus on them - sol-
templates, worksheets, to-do lists, a per-
ving a problem or enhancing their life in
sonal invite to an important special event -

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Personal Trainer Magazine
Fitness. Dedication. Success.

some way - rather than on you and what Nathan Ellering discusses the best times to send
you offer. For example, Stay dry this rainy emails. Everyone always has advice. Every email
season, under the perfect umbrella prin- platform has their own data and variations on
ted with your personal style in mind. That the results. Ultimately, it all boils down to Tues-
statement is all about the consumer, unli- days, Thursdays, and Wednesdays - in that or-
ke this one, We offer the best in rainy day der. And the best times to optimize open rates
gear. are 10am, 8pm, 2pm, and 6am, in that order.
A Call-to-Action Button is imperative. Eye
Why 10AM? Well because a lot of people open
tracking studies show the majority of peo-
and read emails at work!
ple actually focus on the call-to-action but-
ton over any other place in the email. It
Subject lines are the only words between you
turns out click-through rates are a whop-
and your perfect customer. They should be
ping 28% higher with a call-to-action but-
short - only 3-6 words. And they should be fo-
ton. This is in contrast to hyperlinked text
cused on the goal of getting someone to open
as your call-to-action.
your email, not on making a sale, according to
A/B Test or pull your hair out with guess- Marcel Schwantes.
work. Create two emails. Make adjustments
so you are testing something specific like For example, Never suffer again gets a thumbs
open-rates and subject lines, or call-to-ac- up. Buy my productivity tool & save gets a
tion button size and click-through rates. thumbs down.
Over time, you get to know exactly what
your recipients react to and how to spe- For a round-up of best practices about email
ak to them when a message comes along marketing, check out Neil Patels article where
that you really need them to interact with. he makes it clear that even though science and
data are imperative to crafting quality emails, its
also the soft science, psychology that will grow
The Engagement
your connection with people.
Ok so know youre ready to get your message to
In order to truly harness the power of email
your people. What are some of the best practices
marketing, its important to understand the
that will actually get your tribe to engage with
psychology behind it and to know how to write
your painstakingly well-designed email?
emails that get results. - Neil Patel
Rose Leadem says to keep the email short and
People connect with people, not brands. Brands
to the point.
are simply a way for people to understand the
quality and credibility of your company and its
People dont need a long explanation of your
products.
amazing product and all its features. Let them
know how life-changing your self-loading dis-
Speak passionately about how your customers
hwasher is in your value proposition and then
life will improve with the use of your product
get them to that call-to-action button toot sweet.
and services.
That way theyll get to your website where the
Connect with them on a real person-to-person
real juicy info is, such as testimonials, stats about
level. Thats where the art and science come to-
features, and cool graphics showing the advan-
gether to not only make a sale, but to build a
ced wellness coaching or master fitness training
loyal responsive following.
best practices you offer.

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Personal Trainer Magazine
Fitness. Dedication. Success.

JSEs Top 5 DigitaL


Marketing Tips

Hi Team JSE! Are you ready for this weeks most cutting edge and, well, fascinating digital fitness
and wellness marketing tips, tricks and trends?
If so - lets dive right into:

1. The Proximity-Based Mobile Marketing Craze:

Number one on our list this week is a powerful new digital marketing strategy based on the con-
vergence of 2 massive consumer search trends: mobile centric and geo-location-based or near
me searches.

The stats are breathtaking! Take a look:

75% all Internet searches are now done on peoples mobile devices
88% of all near me searches (like personal trainer near me) are now mobile based
Near me searches have grown 130% while:
Mobile-centric near me searches are growing at an astonishing 146% per year
So whats the key takeaway here for fitness and wellness coaching experts?

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Well, you want your ideal customer to know that and bars to support muscle growth and workout
when it comes to their immediate product or recovery. People in Brooklyn New York, on the
service need (the one there searching to meet other hand, may be searching for high-quality
on their mobile device), you get it and youre kosher supplements.
there to meet their need right now!
The Google Shopping insight tool lets you type
Its all about creating and optimizing your on- in a keyword phrase like whey powder.
line marketing content to be as high-value as
possible and the final destination for their very It then generates a great infrared style heat map
next purchasing behavior. of where the most significant volume of sear-
ches are located for related products and ser-
You also want to make sure that potential new vices across the country.
customers and clients see your content right in
the heat of their immediate buying decision, Heres a sample Google Shopping Insight map
before they see your top competitors content for a search based on the keyword phrase Whey
in their local mobile search results. Protein Powder.

Based on: https://www.thinkwithgoogle.com/articles/ Theres also a handy graph of under the map
build-your-mobile-centric-search-strategy.html heat map that shows you the extent to which a
given product or service keyword search is cur-
2. The Google Shopping Insight Tool: rently trending or declining.

Google Shopping Insight is a fantastic digital


market research tool to help you more selecti-
vely geo-target in your Facebook local aware-
ness, and Twitter ad campaigns.

Google Shopping Insight is a powerful yet un-


derutilized digital marketing research tool that
lets you take full advantage of yet another gre-
at piece of the mobile-centric digital marketing
pie.

Lets say that you want to take your high-quality


nutrition supplement business to the next level,
by expanding your market from your personal Google Shopping Insight: https://www.quicksprout.
training or corporate wellness clients to a much com/2016/05/02/10-tools-that-you-need-to-use-be-
larger online market. fore-you-start-your-next-business/

There are very likely areas throughout the Uni- 3. Influencer Marketing is now an Absolute
ted States, for example, where people are ex- Must!
pressing a much greater interest in health and
performance supplements. According to content marketing expert Jay Baer
President of Convince & Convert, there are 4
Not only that but bodybuilders in Venice Beach trends driving Influence marketing to the fore-
California may be searching for protein shakes front of cutting edge B2C and B2B digital mar-

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Personal Trainer Magazine
Fitness. Dedication. Success.

keting strategy: saw the influence content compared to a


control group.
1. There is an ocean of increasingly amazing
The ROI for just blog posts alone is 11X
content being created and shared right
that of banner ads after 1 year.
now. Whats the result of this enormous,
high-quality content surge? Noise-drown-
Source: http://www.convinceandconvert.com/influ-
out thats getting harder to escape every encer-marketing/the-shocking-roi-of-influencer-mar-
day. keting/
2. Theres also been a gradual but steady re-
duction recently in organic search on Fa- So how do you actually DO influence marke-
cebook and Instagram. ting?
3. Getting your content out via display ads is Well, in addition to regularly producing ridicu-
being thwarted by ad blocking technolo- lously good content that drips with inspiration
gy.
and real life value, leading digital marketers are
4. Americans are increasingly responding to increasingly using powerful tools to help them
recommendations and positive reviews quickly locate and connect with niche-specific
from people they trust to shape their buying influencers to promote that content.
behavior compared to typical brand mes-
saging. Case in point: ContentMarketer.io with its ama-
zing search and email -based influencer outre-
The ROI for Influencer Amplified Blog Posts alo- ach and sharing network creation tools.
ne was 11X Compared to Banner Ads!
Of course, theres also what Eric Enge, CEO of
In fact, a recent study undertaken by research Stone Temple Consulting, calls:
giant Nielsen Catalina Solutions revealed some
startling insights about the influence marketing the raw basics of relationship building.
factor for White Wave Foods (parent company
to Silk Almond Milk). These are the old school steps for connecting
with influencers across your own social media
Content was created and amplified by 258 fit- and content marketing processes, even if you
ness and food influencers who each created and are starting to use state of the art automation
organically shared (not paid) content for Silks tools:
Meatless Mondays program. No paid adverti-
sing was used for the initiative. 1. Follow niche-relevant, high-value influen-
cers across every social media platform
What was the conclusion? Influencer Marketing 2. Consume all their content
ROI Blew the Online Ads Right Out of the Wa-
ter! The bottom line results were just stagge- 3. Take time to write seriously value-adding
ring: comments under their videos and blog
posts
Households who consumed Silks organic
4. Dont make any requests of them
influencer content saw an increase of 10%
in the purchasing of Silk products 5. Social-Stalking may not be such a good
idea
$285 worth of additional purchases was
made by every unit of 1000 people who 6. Demonstrate extraordinary patience

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7. Be aware that this influencer connection compared to longer form videos especial-
process often takes 6-12 months or more ly when auto-start viewing is used.
8. Act immediately as soon as the right op-
portunity arises to be of real assistance Source: http://marketingland.com/digital-video-be-
come-important-tv-creative-best-practices-emerg-
ing-175471
Source: http://searchengineland.com/power-an-
chor-influencers-248147 5. Use Boring Email Marketing Subject Lines to
Drastically Boost Your Email Marketing Open
4. Use As Good as TV Video-Marketing Best Rates:
Practices: MailChimp just did an analysis of 40 million cus-
tomer emails sent through its email marketing
Two new studies from Yahoo and the Interactive platform and compared the characteristics of
Digital Advertising Bureau (IAB) have yielded those with the highest and lowest open rates.
some eye-opening insights into video marke-
ting best practices for 2016 and well beyond. Whats a high open rate? 60-87%! Low open
This includes a survey of 360 marketing profes- rates fell into the depressing 1-14% range.
sionals.
High Open Rate Emails:
Almost 70% marketing experts and agen-
cy executives believe that video will be as Had simple yet very straightforward even bor-
important as TV over then next 3-5 years ing subject lines.
They also expect to spend more than $10
They were also free of the kind of link-bait style,
billion on digital video in 2016 alone.
high-pressure sales messaging that typical of
The biggest growth area right now is in mo- the super-low open rate emails.
bile video consumption, with a slight re-
duction in the amount of TV being watched. This is because the increasingly large volumes
of email spam we get every day has punished us
into quickly deleting link-bait like subject lines.
7 Video-Creation Tips from the Yahoo Study:
Whats the key takeaway about high-perform-
Large, highly visible logos need to be in-
ing email marketing subject lines?
cluded
Calls to actions are essential Two quotes from MailChimp summarize these
key insights beautifully:
Where the rand is introduced in the video
narrative has no impact on marketing met-
This might sound dead-simple, but here you
rics.
have it: Your subject line should (drum roll
Use funny and/or dramatic style ad- please) describe the subject of your email. Yep,
tones to drive Millennial conversions thats it.
Screen alignment optimization is critical
Its also critical that your subject lines very sim-
with horizontal landscape and vertical por-
ply and clearly let your reader know whats ac-
traits as top performers
tually inside the email.
Short (i.e. 15 second) native video ads
create deeper recall and purchase intent For example, if its a newsletter, tell them its a

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Personal Trainer Magazine
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How to
Build
a Huge Fitness
Marketing
For industry leading fitness pros and wellness coa-
Twitter Tribe in ches, Twitter is still one of the top 3 most vital social
media platforms for building brand awareness, connec-

90 Days ting with ideal customers and generating large volumes


of real-time traffic to your business blog and high-value vi-
deo marketing content.

This is especially true if your target market includes business leaders and managers in the corpo-
rate, tech, marketing, and medical industries.

Im talking about the well-paid professionals in their late 30s-60s, - the none-native users who
still prefer Twitter mainly due to its simpler-than-Snapchat, text, image and old style video sharing
features.

Sharing your latest and pre-existing content on a truly great Twitter account also boosts the value
of your blog content on Google by sending its algorithms a strong social signal each time you
tweet a link to it.

10,000+ highly active real Twitter followers is an excellent starting number for really beginning to
unlock the social media value of Twitter for your business.

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Personal Trainer Magazine
Fitness. Dedication. Success.

The Twitter-building tools and strategies Im re- Twitter success is building a large niche targe-
commending here actually become more and ted following.
more effective at getting results as your Twitter And that means starting out with a reciprocal
account grows because you can follow more following strategy. In other words you follow
accounts as it does. back everyone who follows you.

Yet so many business Fail to Build Great Twitter Sure its great to have a short list of 1000 raging
accounts! Many simply cant seem to get past Twitter fans in your tribe, but thats what Twit-
the mere few hundred followers mark. ter-Lists are for! And its a good idea to create
such a raging fan Twitter List from day one and
And why do so many fail when it comes to Twit- regularly add followers to it who really engage
ter? with you and your content in real time.

Simple: they dont use the top Twitter tools and Tweep.com is arguably the most powerful Twit-
tactics that the best performing accounts are ter-following tool on the market right now.
using.
There is a free version you can use, although its
If you use the right tools in the right ways, you strongly recommended that you get the highly
can realistically attain this goal of 10,000 niche affordable paid version as your account starts
targeted followers in as little as 90 days. to take on some serious growth.

Theres no reason why you dont take this num- Tweepi allows you to follow large numbers of
ber into the tens of thousands over next 9-12 followers from existing accounts related to your
months if you continue using these tools and niche.
tips!
But what really sets Tweepi apart from the other
To really succeed with this strategy, I Strongly major Twitter following tools, is that it allows you
Recommend that you apply these: 26 Powerful to quickly identify and follow accounts that have
Twitter Marketing Tips for Fitness and Coaching the highest probability of following you back!
Professionals right from the moment you start
building your new Twitter account or radically You can actually arrange your displayed list of
improving your existing one. potential followers according to what Tweepi

Heres where you need to start:

1. Tweepi.com

This is the Twitter tool that leading


Twitter marketing experts dont
want you to know about.

Unless youre already an estab-


lished and highly sought after
brand or easily recognized indus-
try thought leader, the real key to

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calls their Follow Ratio. Select By a users followers.
For instance, an account with a follow ratio of
Type the name of the account you want to
100% has nearly 100% likelihood of following
follow in the search field that opens.
you back.
Click on the Columns button under the
If you click on one of the accounts with the 100% search bar on the left-hand side of the
ratio, youll see that they tend to practice a re- screen.
ciprocal following strategy (like Im recommen- Make sure to select Follower Ration, Fol-
ding here). In other words: they follow back just lower Count Follower Location and Last
about everyone who follows them. Tweeted as your main follow filters. Last
tweeted is a high-value search filter as
Now in most cases, these 100% follow ratio ac- well because you want to avoid following
counts are a small fraction of those that make inactive accounts. Location is a great fil-
up a total number of followers for a well-estab- ter especially given the Proximity-Based
lished Twitter account. Mobile Marketing Craze thats going on
right now. It gives you a sense of where a
Tweepi enables you to quickly identify and fol- given account is located (for example, you
low hundreds of those high-value accounts may want to focus more on US accounts if
quickly and efficiently! Thats the real key to your youre in the US or even on your own city).
rapid Twitter growth with real niche-specific fol-
Once youve selected your primary follo-
lowers!
wer filters Click on Follower-Ratio to arran-
ge followers based on their likelihood of
So for example, say youre a master certified
following you back.
personal trainer or health and wellness coach.
You Want to start following the followers of the At first only follow accounts with a ratio
leading trainers or coaches in your niche. between around 130-97% (this will really
increase the rate by which folks follow you
Once youve set up your Twitter account and back). Later as your account gets more es-
image and keyword-optimized your profile for tablished, you can start to increase to a ra-
maximum branding effect, use the Twitter se- tio of 130%+
arch bar to find your favorite industry leading As youre using Tweepi to follow accounts,
fitness or coaching experts and authors. its good to get into the habit of glancing
over at the Last Tweeted column and try
Make a top 10 list of their Twitter handles so to avoid accounts that havent tweeted in
you can easily copy/paste them to the Tweepi the past 4 or more days. This will help you
account search bar. focus on following active accounts and
that keep your engagement metrics spik-
Next got to Tweepi.com and: ing. You can monitor this effect from your
Twitter Analytics dashboard.
Click on login in at the top right-hand
corner of the screen. This will automatical-
Essential Tweepi Tips: Start by following around
ly connect the app to your Twitter account.
one or two hundred accounts. Make sure to
Then click on the Follow Tools tab in the welcome new followers with a quick thank you.
top left corner of the screen. This will begin your brand building process and

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Personal Trainer Magazine
Fitness. Dedication. Success.

increase your objective engagement measures sion of both of these tools allow you to get a lot
right from the get go. If youre building an exis- more done in a much shorter period of time.
ting account, Tweepi will let you know what your
ideal daily follower limits are based on their ca- The paid version of Manageflitter gives you un-
reful monitoring of changes in Twitters API. limited un-follows. At $12 per month the Pro
edition is well worth it if youre serious about
If your plan is to apply this following strategy to building an amazing Twitter account). The paid
an existing account, youre likely going to see versions of Tweepi.com range from $7.49 to
a sharp spike in your Twitter engagement met- 14.99 per month.
rics.
To start using the free version of Manageflitter,
Its good to welcome and thank your new fol- begin by:
lowers as often as possible. You can speed this
process up by creating a single welcome tweet Signing into your Twitter account.
for each two or three new followers.
Go to Manageflitter.com and press the big
red Start button and connect to Twitter:
2. Manageflitter
This populates a list of all the followers who
are not following you back.
To really save time, make sure the Batch
Select button is turned on at the mid-right
of the screen.
You can then hover over and highlight up
to 100 accounts and select them for later
un-following.
Once youve selected all the accounts you
want to un-follow click the process now
button.
Not everyone is going to follow you back at first
when you still have very few followers. This is Click the unfollow button beside each ac-
true even if they do have a good follow ratio. count youre going to stop following.
Dont unfollow too quickly. Click to unfol-
Its essential that you remove all the accounts
low at a moderate pace as Twitter is be-
that dont follow you back within about two or
coming more picky about people unfol-
three days, so you can follow a fresh batch of
lowing super-fast (for example more than
new high-reciprocation accounts to build your
50-75 unfollows per minute).
account faster.
Its also recommended to click on the Fake
And thats where Manageflitter.com comes in. (Spam) accounts button on the right-hand
Its hands down the best unfollow for Twitter tab menu that runs along your unfollow
tool on the market period. list. This allows you to find and remove
fake and spam accounts to ensure youre
Like Tweepi, ManageFlitter.com does have a connecting with real, active Twitter follo-
free version but the highly affordable paid ver- wers.

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Bonus ManageFlitter Tip: Plan to do your Twit- All you do is plug in your keywords and Dru-
ter following on the same days you first promo- mUp provides you with a huge list of highly sha-
te the latest piece of content youve created. red, trending content including blog posts, ar-
Also, make sure to Pin that latest blog post ticles and videos, right at your finger-tips to be
or video to the top of your Twitter stream. That instantly tweeted, posted or pinned. And they
way many of the new accounts youve followed have a great app for both Android and iPhone
who are checking out your profile will see your you can use.
latest post, and this can really boost the num-
ber of shares and likes you get for it. Whats really amazing about DrumUp for Twit-
ter is that it actually provides you with Smart
3. DrumUp Hashtag suggestions to help you create and
optimize super-tweets. This is perfect for finding
As your account starts to grow on Twitter, its cri- Hashtags to use on Facebook and Instagram as
tical that you provide your growing Twitter tribe well!
with a good flow of highly useful and emotio-
nally inspiring content. DrumUp also lets you instantly cross-post from
one social media account to another without
having to open your other accounts. You can
share great content on the spot or pre-schedu-
le the content to be shared at the best times of
the day when people are more likely to retweet.

Having an amazing real-time source of fresh


content for your quickly growing organic Twit-
ter Tribe frees up so much of your time so you
can focus on building a massive targeted Twit-
ter following with Tweepi and Manageflitter.

Dont Give up!

Finally, when it comes building an amazing Twit-


ter account, you need to know that it does take
time. This is particularly the case over the first 2
to 3 months.

DrumUp is a fantastic content marketing app The secret to your Twitter success, in addition
that can be used to instantly find and share to using the tools and tactics Ive recommend
deep-engagement content for your ideal custo- here: is never to give up!
mers across all of your social media accounts.
Thats the mistake all those underperforming
It streamlines and accelerates your whole cont- accounts make. Instead, focus on your goal of
ent curation and social sharing process. Its also building a world-class Twitter Tribe, and in a few
a great tool for finding hot content craft your months, thats exactly what youre going to have
own amazing content marketing blog posts and for your business!
videos around.

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Personal Trainer Magazine
Fitness. Dedication. Success.

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Richard Bransons Top 5 Most
Inspiring Leadership Tips
The brands that will thrive in the coming years are the ones that
have a purpose beyond profit.
Richard Branson

Richard Branson is one of the most well-known of the philanthropists, investors, and entrepreneurs.
Virgin Group is comprised of over 400 companies and as the founder; you can imagine hes le-
arned a few lessons along the way. Luckily, hes also willing to share his wisdom. Follow-these top
leadership tips for success in business and in life.

1. Establish and Protect Your Work-Life Balance.

Natalie Clarkson, shares a few stories about Richard Bransons learning curve while Virgin was get-
ting started. For Branson, striking a healthy work-life balance comes down to flexibility, trust, dis-
tance, and the best use of time.

Flexibility. Branson describes the need to keep an open mind and watch for opportunities to
hire advisors and specialists.
As world renowned marketing expert AJ Mihrzad, cofounder of our revolutionary new life
coach digital marketing training program said recently: The bigger the dream, the bigger the
team.

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Personal Trainer Magazine
Fitness. Dedication. Success.

In other words: the bigger and more dis- teams day-to-day workflow.
ruptive your business vision the more you
Use of Time. Take your vacations and per-
need to build a dream team that compen-
sonal days. If youre working from home,
sates for your weaknesses while at the same
make and take this personal and family
time synergizes with your core super-po-
time seriously.
wers.
Vary your hours as long as the work gets
Branson, saved himself several late nights
done. Leave your clearly defined work area
of struggles by hiring a financial specia-
(or office) at a reasonable hour. By setting
list to help with common startup growing
pains when Virgin was first finding its legs. up these boundaries, youll not only esta-
He recommends identifying weaknesses blish a healthy work-life habit, youll also
or knowledge gaps in yourself and your show your team you can entrust them with
team. Then finding the person to ease that key decisions. Plus, youll be setting an ex-
tension. ample of a healthy approach to work. This
builds a strong culture of work-life balan-
Trust. You cant do everything yourself. ce through the ranks, which means your
Youve assembled your team. You have team will be healthy too.
confidence in them. Now you need to ac-
tually delegate work.
2. Start a Side Project.
If you cant delegate, is it because you cant
trust them to do the work and do the work Jack Preston discusses Richard Bransons star-
well? Or is it because you cant let go? Bran- tup tips for entrepreneurs and he highlights a
son describes delegation as being critical critical, yet less intuitive approach to success. In
to striking a healthy work-life balance. todays startup environment, it can be tempting
to go all out, risking lifesavings and leaving the
stability of your day job. Branson argues against
this.

Not only is it safer to make your startup a side


project, but youll find your passion doesnt
turn into work when it remains a motivated eve-
ning and weekend project. All the companies
at Virgin were started as side projects by team
members, and look at how successful so many
of them have become.

3. Hone Your Public Speaking Effectiveness.


Distance. Your team knows what they are
doing and your job is to stay above their The ability to speak in front of crowds is fea-
day-to-day decisions, remaining engros- red by more people than getting a root canal,
sed in the pursuit of your vision for the even more than death itself. Yet highly effective
company. The best way to do this is to put public speaking is an absolute critical success
some space between you and your team. factor now in the digital coaching and fitness
Branson lived and worked on a housebo- marketing world.
at, in a house, from an office next door to
his house, and now from a hammock. This Justin Gmoser interviewed Richard Branson
may not be possible for you (yet), but the about his approach because it turns out, like
lesson is to avoid getting caught up in your most of us, Branson hates public speaking.

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He doesnt imagine the audience naked, but more than once. In his letter to a stranger, he pla-
instead imagines he is having a friendly chat. ces a significant emphasis on just being. He gi-
Keeping that in mind alleviates tension and hel- ves those looking for success, permission to be
ps him to be more casual and himself onstage. stressed, scared, sad, heartbroken, and afraid.
You may want to have minimal notes with you, For Branson, happiness is not about doing. Its
but in a conversation, you wont have a prepa- about being. He actually suggests having a to-
red speech. do list as well as a to-be list.

Youll talk about what you know, which means Stop and breathe. Be healthy. Be around your
youll be more genuine and comfortable, and friends and family. Be there for someone, and
youll speak from the heart. Branson summari- let someone be there for you. Be bold. Just be
zes, keep it short and make people laugh. The for a minute.
worst speeches are long speeches.

4. Be A Convincing Leader.

Branson has a strong sense of his responsibi-


lities and how he contributes in a meaningful
way to his team and his organizations. Mana-
gers maintain processes, systems, and discip-
lines. Branson says entrepreneurs must be lea-
ders that, have vision, creativity, and the ability
to influence others to follow and support them
into uncharted and often risky territory.
Of course this last quote speaks to all of Bran-
While both managerial and leadership skills are sons best advice and top tips on how to be
important, leadership is critical for the entrepre- a leader. He recommends working smart by
neur. A major attribute of leadership is passion. being flexible and assembling the right team,
Passion keeps us motivated. It keeps us fearless, rather than putting it all on your shoulders. He
or close to it. And it helps us develop meaning- encourages trust by delegation, building cul-
ful relationships that will benefit and contribu- ture by example and using your time wisely to
te to our goals because well be able to better strike a healthy work-life balance.
connect with others who are passionate about
the same things. He advises those leading a startup to remain
wise and not to quit your day job or invest your
5. Find and Create Happiness. life savings, but keep your passion as a side job
until the business is ready to have you at the
When Richard Branson gives his best advice helm full-time. Learn to be comfortable with
on how to be successful and happy, the two go yourself and your audience, whether they are
hand-in-hand. Happiness isnt just how I mea- the general public or your employees. As long
sure my success; its also the key to it. Most peo- as you approach public speaking as if you are
ple would assume my business success, and having a chat and making people laugh, youll
the wealth that comes with it, have brought me find you speak from the heart and are a more
happiness. But I know I am successful, wealthy convincing leader, rather than a manger.
and connected because I am happy. I wholehe-
artedly believe that happiness should be ever- Finally, view happiness as a habit. It should be a
yones goal. yardstick for your success as well as the key to
it. And of course, the key to happiness, is to stay
Branson has spoken and written on happiness true to yourself. Be yourself. Be.

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Personal Trainer Magazine
Fitness. Dedication. Success.

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The Ultimate
Pinterest
Marketing
Guide for Life
Coaches and
Fitness
Experts

If you havent been capitalizing on Pinterest to help you get the word
out about your world class digital life coach or online fitness pro busi-
ness, youre missing out big time!

There are actually 4 Musketeers when it comes to social media market-


ing right now.

Now that visual content is king, Pinterest is one of the big 4 must-use
social media and content marketing platforms. It used to be just Face-
book, Twitter, and YouTube.

Instagram is on their heels, and Snapchat is making a valiant effort to catch up with its snowballing
followership of millennial users.

In this post you get a great step-by-step guide for setting up and optimizing your business Pinter-
est account from scratch!

And as if that wasnt enough!

You also get a complete how-to guide for running your first Pinterst ad or Promoted Pin cam-
paign!
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Personal Trainer Magazine
Fitness. Dedication. Success.

But first: You can follow other peoples boards if theyre


a friend or have content you think is useful.
Not Convinced about the Power of Pinterest for
Digitally Marketing Your Online Fitness or Life Every time they pin something, it will show up
Coaching Business? in your newsfeed and you can choose to repin
it to your own board if you find it helpful.
Lets cover some basics and then go over a few
eye-opening stats to help you understand the And this is where Pinterest becomes really use-
magnitude of Pinterest and why its perfect for ful as social selling tool.
getting the word out.
If youre pinning great photos that lead to genu-
What Exactly is Pinterest and How Do I Use It? inely interesting content, you can capitalize on
the power of the repin and that would make
At first glance, Pinterest might look like a sim- you a pinning ninja - a pinja!
ple photo-sharing site; with its seemingly end-
less scrolling of images, sometimes with cap- Im not Convinced. Show me the Stats.
tions, sometimes with nothing but an emoticon
to describe what the image is about. Over 80% of pins are repins, illustrating
the power of social reach on Pinterest. You
Upon closer examination youll see that Pinter- pin ridiculously good visual content once,
est is really a system of organizing photos into you get repins, ongoing, for years. And its
files (boards). Each photo, or pin, is usually just not just people repinning pins from your
a visual bookmark for a web page. boards. People repin your pin from any
board your pin has been added to.
We create boards, such as Vacations I want to
Approximately 80% of Pinterest users are
take and Haircuts that are better than mine
female (30% of which are 25-34 years old
(is that even possible?) and then pin images
a major niche demographic for many
from sites that help us organize our thoughts
highly successful online fitness coaches!).
or bookmark clever ideas we can return to.
If youre marketing to women, this is the
Some of the most common boards are food-
place to be. And even men are getting on-
related, fashion, and (*uhem, cough) fitness re-
board, so I expect it will be a more robust
lated.
platform to reach men in the near future.
Thats right. Workouts, workout advice, work- An estimated 110 million monthly users
out clothes, workout-friendly diets and recipes, rely on Pinterest for ideas and inspiration
motivational workout quotes, the list goes on according to Ivonne Teoh. Thats the po-
and on. tential reach of your pin. Pretty significant,
right?
A call to action pin gets an 80% boost in
engagement. Arent we always trying to
get people to react to our call-to-action?
Isnt that the real key when we create con-
tent? Well, Pinterest is clearly the place to
make that dream a reality. Not pinning just
seems like an opportunity lost now, doesnt
it?
Shoppers referred by a Pinterest pin are

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10% more likely to make a purchase than rectly relevant to your niche business (a
visitors who convert from other platforms. genuine passion you share with your ideal
Yes, this includes Facebook and Twitter. customer avatar) so as to target building
Sounds like an amazing place to digitally highly relevant and useful links to your ac-
market your nutrition business count and, ultimately, to your website.
Those same shoppers are also more like- When your account is completely set up,
ly to spend about 10% more, on average, Pinterests homepage will then show you
than other referred traffic and 80% more a wide tile of images or pins from other
than traffic from non-social sources. So are users related accounts. Be sure to only
you ready to get started on Pinterest now? add and engage with content (i.e. leave
thoughtful value-adding comments under
the pins) that is truly high quality, and high
Heres a Step-by-Step Guide on How to Set Up
value.
Your New Pinterest Business Account From
Scratch:
2. Setting Up And Optimizing Your Business
1. Creating a New Business Account Profile

Just like any other social media platform men- To get to your Profile page, just click on the red
tioned above, first thing youll need to do is cre- thumbtack icon on the top right-hand corner
ate your account. And when it comes to really of Pinterests home page. Your profile still looks
unlocking the social selling power of Pinterest, blank right? So you have to supply the most im-
its highly recommended you make yours a busi- portant online info about your business. Heres
ness account right from the get go! . how to do this:

First, youll have to go to Pinterest for Busi- Youll have to click on the Edit Profile but-
ness homepage. From there, youll see an ton on the top left-hand corner of the page.
option saying Join as Business. Just click First thing on the list is your Business Ac-
there and fill in the information needed to count Name, which you may also add at
continue to the next page. That means add- the end of the URL of your accounts user-
ing details such as: your e-mail address, a name for easy searching (highly recom-
current or a new password, your business mended).
name and your business type, and the link
Then, youll be asked to select an image
to your world class business website.
of your account just like you did with your
Upon completion, just hit the Create Ac- Facebooks Profile Picture.
count button at the bottom.
Although you could just add the logo of
For pre-existing non-business Pinterest ac- your business for proper identity and sim-
counts, the option at the bottom will be Con- ple branding its very important to include
tinue as a Business. But no worries if you fail a great images of yourself where ever pos-
to click on that tab the first time. You can still sible.
change a personal account into a business one.
Make sure to add a link to your business
You just have to fill out additional fields of rel-
website so that people can visit it right
evant information on the next page.
from your Pinterest account.
After creating an account, youll be asked Add the Location of your business to maxi-
to follow five (5) topics of interest to you. mize your chances of harnessing the huge
I suggest that you choose five topics di- in in my area local search trend going

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Personal Trainer Magazine
Fitness. Dedication. Success.

cause only Pinterest business accounts have You might then want to consider creating some
their own analytics program. bilingual marketing messaging in subsequent
content creation, or even editing existing con-
To check on your business Account Analytics, tent on your board, to fully capture their atten-
go to your Profile and click on the gear menu or tion.
click on Analytics tab.
Pinning Best Practices:
The analytics page will show you how many
views the page has, and how many followers OK, so you realized youve been missing out
engaged in your board and pins. and youve just created an account.
Again, Make sure its a business account so you
You want to create and share more of the visual can watch your analytics and tweak your con-
content thats getting the most engagement. tent accordingly.
Some helpful terms and definitions in under-
standing Pinterest analytics include: Make sure each web page you want to pin has
a fantastic image or graphic to catch peoples
impressions, or the number of times a pin attention as their scroll their newsfeed. And
showed up in the Home Feed, search re-
sult, and category fields. Pin during the day between 2 and 4pm
Eastern time. Dont forget the pin-warriors
repins, the number of times your pin gets
are weekend and evening people. They
saved to other peoples boards and,
like to use Pinterest after the kids are in
clicks, the quantity of clicks people make bed or on Sundays.
from the pins on your profile directly to
Go ahead and make life easier by sched-
your website or business blog
uling your pins. Buffer is a great resource
With Analytics, you can also see the top that allows you to pins months in advance
pins from the last 30 days or even your ac- as long as you have the available content.
counts all time most popular pin based on
Intermix your pinning amazing content
the number of repins.
from others boards with clear, deep-en-
This will help you determine the kinds of pins gagement product info and content direct-
that are getting the most reach and having the ly describing your own certified wellness
most impact. coaching, online certified fitness training
or certified sports nutrition coaching ser-
You can also check the audience of your ac- vices. Pinterest is a resource site. People
count from Analytics from your Pinterest busi- want to see what you have to offer, how
ness analytics dashboard. they might use it, how it will improve their
life, and whether it is the best choice for
Just click on Your Audience at the top of Pin- them.
terest Analytics. Here you can see users who in-
Make sure you dont just create dry boards
teract with your pins, by saving, liking or repin-
that list your products and services bor-
ning them.
ing. Create boards that show people en-
joying the solution your service or product
The demographics of your audience is also a
create. Be among the first to share cut-
very important factor in determining your tar-
ting edge industry defining, research and
get market.
deeply motivating success stories.
For example, say a large portion of your audi- Create boards that show how others are
ence somehow turn out to be Spanish speakers. using or have used your products or ser-

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right now. board and its description. Basically, the
description is similar to the About Me of
Fill in as much information high-value info
your business, so use your most high-val-
as you can about you and the products
ue keywords when creating the title.
and services you offer to create a positive
impression on what your business is all You may also add collaborators who can
about. help you out to pin and edit the board. Of
course, such collaborators will be a team
Another useful tip, always use specific key- member or a virtual assistant you hired.
words in your About Me section so your
business account will appear when users When pins are added to the board, youll
search for those keywords. be given an option to select one image
that will best represent your board. Make
Once youre done supplying the business sure this visually stunning!
information needed, just hit the Save but-
ton at the bottom. To select your main business-board image,
go to Edit Board, scroll through all the pins
3. Creating a Business Board That Stands Out: (or create , image and keyword optimize
a new one), then select the pin you want
Your board will let you organize all your pins as the cover page of your business board
around different ideas (keywords), interests and and click on Save Changes at the bottom
plans. Ultimately your board is going to repre- of the page.
sent your brand identity on Pinterest.
4. How to Unleash the Power of Pinterest Ana-
lytics for Your Business:
To start, go to your Profile page and click
on the Create a Board button.
One of the main reasons you want to create a
Then youll have to fill in the name of your business vs a personal Pinterest account is be-

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Personal Trainer Magazine
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vices to positively transform their health, Pinterest ads are promoted pins you can use
well-being and ultimately, their lives. Share for really getting your online fitness and coach-
content thats super motivating and inspir- ing services in front a huge Pinterest audience.
ing. Promoted Pins are Pinterests answers to con-
tent boosting on Facebook, and running highly
Align your ongoing and future Pinterest
effective Facebook ads.
efforts with your top-performing pins, says
Alexandra Grant. Once you know what
With the help of Pinterest Ads Manager, you can
works, youve got the information you
create, edit and manage your promoted pins.
need to continue to improve and laser tar-
Here are Two Things You Need to do Before
get your efforts.
Creating Your First Pinterest Ad:
Remember, people dont typically look
for pins by browsing your boards except Having a business account on Pinterest,
maybe the first time they visit your profile. or had converted an existing personal ac-
Instead, they passively look at the pins that count into a business account.
show up in their feed, which means your
Added a business location. This will de-
pins each have to be engaging and genu-
termine your currency for billing and the
inely value-adding (as with all great con-
taxes that may apply.
tent marketing).
1. Creating Your Campaign
Ana Gotter reminds us to pin images that
are light and bright when it comes to Pin-
A campaign is similar to boards of Pinterest.
terest. Unless your re-pinning your favor-
Campaigns will help you organize your Pro-
ite collection of gothic romance novels or
moted Pins from different service categories or
spooky Halloween decorating ideas, light
wellness and nutrition product lines.
and bright images are much more eye
catching.
From the Pinterest Ads Manager page,
Use your metrics. Pin the same article with (ads.pinterest.com), click on the (+) but-
different images and captions to see what ton and select Create Ad.
works. Do product images work? Do moti-
Youll be asked to Select a Goal. The goal
vational images work? What about images
will show how your pins get delivered, so
of food for delicious and healthy recipes
you have to choose the most suitable goal
versus toned bodies? How about both?
for your business.
Pinners want the image to match the con-
Pinterest offers two options in promoting your
tent on the site the image leads to, but you
products and services. These are boosting en-
can play around with the image to make
gagement through your pins, and getting traf-
sure its getting well-deserved attention.
fic to your website. Youll be charged for each
Isabel Isidro reminds us to add our call-to- pin engagement or website click.
action, both in the image and in the com-
mentary you can attach to show up just 2. Picking an Already Top Performing Pin to
under the image. Pinners can change the Promote
commentary, but they cant change the im-
age, so use both spaces effectively. Choosing the perfect pin out of the blue can be
a tough decision to make.

Bonus Training: How To Create and Run Highly Since you can only select one from among your
Effective Pinterest Ads: pins, make sure to review your analytics first to
check which pin has earned the highest num-

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Personal Trainer Magazine
Fitness. Dedication. Success.

ber of organic clicks and repins. 2. Recommendation-Based.

You can start by reviewing your top pins for the These are keywords you can find that are trend-
last 30 days to determine which pin to promote. ing at the time you conduct your keyword search
Also, make sure to really pay attention to what relevant to your pin. You can add from the rec-
the top coaches and fitness pros in your niche ommended keywords list by clicking the words
are promoting on Pinterest, to get an idea of under Try these searches.
what type of images and content messaging
(for example, what top keywords are they us- 3. Import-Based.
ing? What kind of image themes and colors are
they using in their promoted pins?) may be re- You can import existing keyword by copying
sulting from their online ongoing research. them directly into the dialog box provided. Af-
ter adding the keywords, click on the Add Key-
3. Best Practices for Fine Tuning Your Campaign words button below the box.

Start by Optimizing the name and image Accurate and efficient use of keywords can be
of the pin youre going to promote. Make a powerful tool for maximizing your search re-
sure youre using a ridiculously appealing sults on Pinterest and across the search engines
visuals and that any written content is truly and image searches.
high value and super-engaging.
Locations are all defaulted to the good
Make sure to use the correct destination
old US of A. But you can be more location-
URL so that your Promoted Pin leads view-
specific by clicking on the arrow next to
ers directly to your website or finely craft-
the country you selected.
ed landing page.
Languages are default set to any. You
Interest-targets will help you locate us-
may choose any language that will best
ers who have specific interests relevant to
suit your niche market.
your coaching or fitness business. Select
a number of interests that best reflect the Anyone can access Pinterest from different
type of products and services you offer. devices including from their PC, laptop, or
smartphone.
Keyword-targets as mentioned earlier,
are critical success factor for your Pinter- You can also set the gender of your target
est marketing efforts. With niche specific market depending on the product or ser-
keywords, youll be able to significantly vices you offer.
increase your chances of connecting with
Last is your maximum bid. The bid will tell
and engaging more of your ideal custom-
you the amount youre willing to pay for
ers (people looking to buy exactly the kind
based on specific outcomes on Pinterest
of products or services yours offering right
including clicks, website visits or other
now).
forms of engagements.
There are three (3) ways to find and use key-
words:

1. Search-Based.

Insert a keyword in the search box and it will


generate some related keywords that you may
want to add in your list.

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Personal Trainer Magazine
Fitness. Dedication. Success.

Top 30 Public Speaking Tips


for Life Coaches and
Fitness Marketers
According to personal development expert Brain Tracey: The average person actually fears public
speaking more than they fear dying!

Whether youre establishing yourself as the go-to industry expert through high-value video mar-
keting or presenting your ideas as a keynote speaker at major events, public speaking is your most
valuable strategy for quickly building your brand and your new client list.

Heres the great news: It turns out high-impact public speaking is an easily learnable set of skills.

And that means you just need to learn and practice each skill until it becomes a lifelong habit.

But where do you start?

Simple:

Here are the top 30 most powerful public speaking strategies and tactics to help you quickly be-
come a highly effective public speaker and presenter in just weeks:

1. Just Do it!

Whats the number one reason so many fail at public speaking?


Why are so many otherwise world class wellness coaches and fitness trainers not taking full advan-
tage of the most high leverage fitness marketing and business development tool there is?

Simple: They never actually DO public speaking in the first place because of fear.

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Or they try public speaking and get overwhelmed steady flow of positive energy and enthusiasm
the first time they try to make a presentation. is really powerful. But you need to manage your
They give up right then and there because they anxiety in order to control that otherwise nega-
havent quickly and efficiently learned the most tive emotion and keep the energy positive.
basic public speaking skills.
Public speaking anxiety follows all of the same
The key to becoming a great pubic speaker is rules as anxiety in general. And the opposite of
to start reframing the natural beginners anxiety anxiety is your relaxation response. They cant
and first-time shortfalls as high-value learning both take place at the same time.
opportunities and quickly growing from them.
Learning how to quickly turn on your relaxation
Its also a great idea to break down your learn- response is one of the most valuable skills you
ing and practice process into short manageable can learn period.
chunks.
Not only is the relaxation response the real key
Public speaking anxiety is surprisingly easy to to public speaking excellence, but its also the
master using fast and simple relaxation strate- shortcut to emotional intelligence, the secret to
gies. And the benefits of learning to manage extraordinary leadership, the foundation of an
anxiety will have an amazing positive ripple ef- amazing marriage and the centerpiece of high-
fect across every aspect of your life. ly effective parenting.

As far as first-time public speaking failure goes: Here are 2 of the most effective strategies you
there are some very simple and easy to correct can use to turn on your deep relaxation re-
reasons that make it so common. sponse in as little as 60 seconds!

Im going to share a great way to actually a learn 3. Deep Relaxation Breathing


from those mistakes so you have a very high
level of public-speaking-readiness before you According to the worlds leading stress man-
take on your first major public speaking role. agement gurus, this super easy to learn breath-
ing method can help you become completely
As I mentioned before, the best way to approach relaxed in under 1 minute.
how you learn the basics of public speaking is by
breaking the process down into easy to digest The 4-7-8 Breathing Method developed by Dr.
emotion-management and learning chunks. Andrew Weil, can also be learned very quickly
and can be practiced and implemented virtu-
As the old saying goes: How do you eat 40-ton ally anywhere.
elephant? Easy: 1 bite at a time!
Check out this great How to Video By Dr Weil:
Its all about practicing what you learn step-by- How to Do 4-7-8 Breathing
step in a very comfortable and informal setting,
one easy-to-master new habit at a time. 4. Progressive Muscle Relaxation
If you want to succeed as a highly effective pub-
lic speaker, its essential that you act in spite of A great complement to deep relaxation breath-
any anxiety you might feel at first, and just do it! ing is progressive muscle relaxation or PMR.

And the easiest way to do this is to: PMR teaches you how to quickly scan your whole
2. Master Your Public Speaking Anxiety body for muscle tension: the bodys clearest ex-
pression of stress and anxiety.
When it comes to public-speaking having a

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You then learn to replace the muscle tension and stories youve just shared with them.
with deep muscle relaxation through a step by
step process of tensing and relaxing the vari- See yourself seamlessly transitioning from your
ous muscle groups throughout your body. opening attention-grabber into a state of deep
connection and flow with your audience.
Heres a great video guide so you can start
practicing PMR today: Progressive Muscle Re- Imagine the genuine audience engagement
laxation. and the authentic, heartfelt applause that will
follow your talk or presentation.
Youll start getting really good at PMR after just
a week of daily practice. And its a great idea Why is it important to visualize success in this
to practice at night before bed for an amazing way?
nights sleep as well.
Well, it turns out that the parts of your brain that
After a few weeks of daily PMR practice many regulate your emotional states and prime you
people develop the ability to do a fast, total for either positive or negative thinking cant tell
body tension-scan in just seconds. the difference between whats going on in the
real world and what you tell them is going on
They can then take a few minutes to sit and do through your positive self-talk and success-vi-
a highly focused quick PMR session to get rid sualization process.
of unwanted stress and anxiety.
Whats really powerful here is that your actu-
Use 4-7-8 Breathing immediately followed by al public speaking behavior then follows your
PMR skills for fast relaxation so you can harness thinking patterns.
full mental and emotional clarity as you prepare
to speak. You can also use visualization to practice your
most high-value public speaking strategies like
Its also an amazing way set the emotional tone the proper use of body language and eye con-
to: tact that Ill share with you shortly.

5. Visualize Your Success Make sure to visualize your public speaking suc-
cess in as much vivid detail as possible before
Another great public speaking success tactic is each presentation, both in your early practice
positive visualization. and learning sessions and later before each
public speaking event.
You definitely want to add this to your pre-public
speaking ritual along with fast relaxation breath- 6. Get and Stay Hydrated
ing and PMR!
The last thing you want before going on stage
Ask yourself: what will it actually look like and (or on video) to give a talk is to suffer from de-
feel like to really succeed at your next public hydration with symptoms like:
speaking event or in your next great content
marketing video? Dry, sticky mouth
Sleepiness or tiredness
Imagine the feelings of happiness and that deep
sense of accomplishment youll feel after deliv- Thirst
ering a world class presentation.
Decreased urine output
Picture your audience really being captivated
and inspired by the high-value tips, strategies Dry skin

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Fitness. Dedication. Success.

Headache
When you show up to give a talk or presenta-
Constipation
tion, your number one goal needs to be cre-
ating real value and benefit for your audience,
not to sell them or benefit yourself.

Always give away your most high-value tips,


strategies and insights for free in your public
speaking. This way when audience members
actually start to implement your tips and strate-
gies youll be the go-to person for them when
they need more detailed help getting started.

If you speak as though you are presenting your


highest value tips and strategies to a room full
of your highest paying clients and customers,
thats what theyre very likely to become as a
result.

9. Expect and Embrace The Gift of Failure

Watch video footage of the any world class pu- Do you remember when you first learned to ride
bic speaker and whats the one thing youll al- a bicycle?
most always see close at hand? Thats right, a
nice cold bottle or glass of water. Do you remember falling over the first couple
of times while learning to keep your balance,
Its essential that you are hydrated both before pedal fast enough to keep going and steer, all
and during your presentations. at the same time?

Be sure to drink plenty of fresh spring or filtered It was inevitable that you were going to fail those
water and avoid caffeine and alcohol as much first few times without some help from a car-
as possible starting 24 hours before you next ing adult before you could ride your bike safely
go on stage or on video. alone.

7. Follow Your Bliss Its the same with public speaking. Youre going
to make mistakes at first. But those mistakes are
One of the most powerful strategies for con- actually incredible gifts that will show you where
necting with your audience during your speech to focus your attention, practice and learning.
is by sharing adages, stories, tips and insights
that you are genuinely passionate about. The last thing you want to do is stop learning
and practicing because of mistakes. Because
If a particular insight, new piece of research, with a bit of structured practice, great public
story, fitness technique or wellness strategy speaking will become automatic to you just
genuinely inspires you and has made a positive like riding a bike.
difference in your life, its going to genuinely in-
spire and make a real positive difference in the And just like when you first started to learn to
lives of your audience as well! ride your bike, I strongly suggest you:

8. Give the Gift of Real Value 10. Practice in Front of People You Know and

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Feel Comfortable With ing your strengths and identifying and letting
go of bad habits.
If youre not a great public speaker yet, you dont
want to overwhelm yourself through trial by When practicing in front of a small group, ask
fire in front of a huge unfamiliar audience. them to give you positive feedback for whats
Start off by practicing with a small group of peo- working and corrective feedback for whats not
ple, even just one or two, who you know well working.
and genuinely feel comfortable with.
Work on 1 or 2 speaking skills at a time over
It can also be a real bonus for you if you know small time chunks say 3-5 minutes, and ask your
and feel comfortable with someone who is also informal audience to rate your performance on
a solid public speaker themselves. each skill youre practicing on a scale of 1-10.

Theres nothing like learning with the positive Scaling your performance in this way will en-
emotional support of family, close friends and able you to identify and get suggestions about
even a team member or two from work who re- areas for improvement.
ally care about you and want the best for you.
For example, if you get a 2 out of 10 for saying
11. Practice In front of the Mirror um too often during your practice talk, you
can then focus your attention on stopping that
If you want zero social pressure and an oppor- particular public speaking bad habit.
tunity to really over-learn your new public
speaking skills, try practicing alone in front of Later, when practicing alone in front of the mir-
the mirror at least once a day. ror, the feedback you get from your small group
practice will help you laser-focus on building
your strengths, and quickly recognizing and
eliminating your weaknesses.

13. Record Yourself

Another highly effective way to improve your


public speaking skill set is to video record your
small group and lone-practice sessions.

Being able to see and hear yourself via a vid-


eo recording allows you to really analyze your
progress. Its so helpful to be able to see your-
self directly and to be able to rewind, pause and
This way you can feel totally at ease with the replay to really tweak your growing skill set.
process of practicing new speaking skills and
of making and learning from your mistakes as 14. Emulate Your Favorite Speaker
you grow.
Have you ever heard a public speaker or seen
12. Structure how You Study and Learn from an interview with a thought leader or popular
Your Performance expert and realized that the way they speak is
very similar to someone whos an even more es-
Whether you practice in front of a small group of tablished public speaker?
loved ones or your mirror (I recommend both),
the key goal here is to really focus on develop- Chances are this was not a coincidence!

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Personal Trainer Magazine
Fitness. Dedication. Success.

Great public speakers become great public One of the biggest and most common public
speakers by carefully studying and emulating speaking mistakes people make is to actually
public speaking super-stars. start their speech or presentation by apologiz-
ing in advance for a self-perceived weakness or
Ask yourself: Whos your all-time favorite pub- problem.
lic speaker?
They think that admitting they are nervous or in-
Now do a quick internet or YouTube search to experienced is a good way of connecting with
find great video footage of their best TED Talk, their audience through honesty.
speech or presentation.
Dont set yourself up for failure right from the
Carefully study their body language and their get-go. Remember that slight spike in feeling
tone of voice. nervous in those first seconds of your presenta-
tion is totally normal.
How do they use their hands as they speak?
Whats their posture like? And you dont want to get into negative apprais-
al mode, since thats very likely going to shape
When do they pause or use silence? your behavior as your presentation unfolds.

How do they use stories to captivate and deep- When you chose to stay positive that nervous-
ly engage their audience? ness is going to quickly turn into a highly conta-
gious form of positive energy for you and your
For example, you might notice that many world- audience. And that is how youll connect with
class public speakers very often: and get into a state of flow with them.

15. Open with a Major Attention Grabber If you really pay attention to the worlds best
public speakers, youll see that most of them ex-
The most effective attention grabbers inspire perience that anxiety spike in the first seconds
intense positive emotions or surprise. They in- of their speech.
clude moving stories, powerful quotes, deep,
thought-provoking questions and even a healthy But theyve learned to see that as just part of
dose of humor. the natural flow of public speaking, - easy to
overcome, gone with a quick deep breath, and
The common denominator across all great at- a clear signal that theyre just about to start an-
tention grabbers, is that they fully and quickly other highly successful speech or presentation.
capture your audiences attention and pique
their interest for what youre going to say next. 17. Dont Talk Right Away
A great attention grabber also enables you as
the speaker to really connect with your audi- In fact most truly great public speakers seem
ence as a human being. to have mastered the art of starting with a few
seconds of silence.
One of the most amazing examples of opening
with a powerful attention grabber was Steve This creates a bit of tension for the audience
Jobs sharing his personal family adoption story and intensifies their natural hunger for a great
during his 2005 Stanford Commencement Ad- presentation.
dress.
Quickly resolving that audience-tension and
16. Never Start with An Apology! satisfying that hunger with a fantastic attention

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Personal Trainer Magazine
Fitness. Dedication. Success.

grabber after a maximum of 3-4 seconds of cal- start to practice speaking and presenting in
culated silence is an amazing way to build in- front of friends and family members. Its also a
stant connection. great thing to watch out for when you video re-
cord yourself practicing.
And the strategic use of silence doesnt stop
there. The best public speakers have also mas- 20. Gradually Ditch Your Notes
tered the fine art of:
When you first start out practicing to become
18. Strategic Pausing. a great public speaker, it actually makes good
sense to use some basic point form notes to
Pausing strategically at key points throughout keep your presentation organized. This gives
your presentation is actually a natural exten- you more cognitive space to work on build-
sion of the emotional tension-creation and re- ing your other core speaking and presentation
lease pattern that starting your talk with a few skills.
seconds of silence sets up in your audience.
But as you start to get better and more comfort-
Great speakers learn to use strategic pausing to able in your new role as presenter, its a good
heighten audience attention for the delivery of idea to use notes as little as possible.
key pieces of information and shared insight as
they move through the beginning, middle and Why? Well, the most effective speakers have ac-
ending sections of their presentations. tually mastered the art of deep and engaging
informal conversation with their audience.
A strategic pause can also be a great way to in-
crease the effectiveness of using humor in your Each audience member experiences an effec-
talk, by telling a joke or sharing a funny story. tive speaker as though they are talking to them
You can pause just before the joke and for just a directly, one on one.
second or 2 before delivering your punch-line.
Think of the last time you heard a great story
Whats key here is learning to pause between from a close friend in a really enjoyable conver-
major segments of your talk and especially just sation.
before sharing your most inspiring or surpris-
ing ideas and insights. Can you imagine if they were pausing, shuffling
and reading from speaking notes during that
19. Um Like.. Dont Use Filler Words.. conversation? Do you think it would flow as nat-
If you think it sounds normal and natural to use urally or hold your attention as effectively?
words like um and like during your public
speaking presentations youre dead wrong! Its good to use the most basic point form re-
minders, especially for longer presentations.
According to Harvard based public speaking But you only want to use them as prompts to
expert Steven D. Cohen: guide a more natural flow of conversation.

Powerful public speakers work hard to elimi- 21. Good Posture is Critical
nate words such as um, uh, well, so, you
know, er, and like from their vocabulary so Another thing youll notice when you study the
that their listeners can focus solely on their mes- worlds top speakers and presenters is that they
sage. maintain great posture. They stand up straight
but without being too rigid.
Identifying and eliminating your use of filler
words is a great goal to set up when you first This is true even when they lean forward on their

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podium or put their feet up on their desks. As Dr. Cuddy writes:

Strong, non-rigid posture conveys power and When our body language is confident and
expertise while at the same time exudes a natu- open, other people respond in kind, uncon-
ral aura of confidence and well-being. sciously reinforcing not only their perception of
And if you really want to make a great impres- us but also our perception of ourselves. Amy
sion (on yourself as much as on others) with your Cuddy
body language learn to:
Cuddys most popular example of the power-
22. Stand Out Like a Superhero pose is the Wonder-Woman pose (or Super-
Man for men), where you stand with your chin
According to the worlds leading body lan- tilted upward, hands on your hips and with your
guage expert Amy Cuddy you can actually give feet at about shoulders length apart.
yourself an almost instant superhero-like self-
confidence-boost by striking what she calls a 23. Make Eye Contact
power-pose.
Making eye contact with your audience mem-
Youve probably heard that smiling when youre bers is critical to your public speaking success
feeling down can actually help significantly im- in three very important ways.
prove your mood.
First, eye contact keeps your attention focused.
Well, smiling to improve your mood operates If your eyes start to wander so will your mind.
on the same brain-tricking positive psychology And you need to stay precision focused on re-
principles that the success-visualization process membering and delivering your key points.
we talked about earlier operates on.
Second, eye contact keeps your audience fo-
And its the same basic idea with striking a pow- cused too. This brings us back to that natural
er-pose. When we use our body language to conversation flow we talked about earlier.
act like were confident and successful, we tend
to actually feel more confident and successful. When youre having a great conversation with a
close friend or teammate, not only is there real
This in turn influences our behavior in a way that interest in the topic being discussed but theres
makes us much more effective at public speak- also plenty of eye contact to positively reinforce
ing. your social exchange because its a natural trig-
ger or cue for active listening.
Amy Cuddys research is based on studying the
body language of some of most powerful and When you use eye contact during public speak-
self-confident people in the world. ing, focus your eyes on key audience mem-
bers evenly balanced across the whole room,
What she discovered is that our brain and body for around 3 seconds each time. This is the av-
chemistry changes when we power-pose, to erage amount of time eye contact takes place
support that resulting positive boost in our throughout one on one conversations.
mood and increased self-confidence.
Also, turn your body towards the person youre
But the really fascinating part of what she dis- making eye contact with so your shoulders
covered is that power-posing causes others to square with theirs, especially the first time you
see us as more powerful and influential, which connect visually with them.
further boosts our self-confidence and effec-
tiveness based on how they act towards us. And third, eye contact conveys a sense of trust

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and authority. Ask any teacher or police officer And whats the single most highly recommend-
and theyll tell you that if someone has trou- ed kind of hand gesture recommended by the
ble making or maintaining eye contact, it likely worlds leading public speaking experts?
means that theyre hiding something or being
dishonest. Its making an outstretched gestures with open
palms.
There is an important cultural caveat here. The
public speaking value of eye contact is main- Why? Because outstretched palms are a univer-
ly a North American phenomenon. If your next sal statement of trust. For millennia this specific
big presentation is in Asia, say in Japan, exces- hand gesture has been used to show people
sive eye contact can have the opposite effect that you are unarmed and sharing your com-
on your audience. plete vulnerability with them and therefore, that
youre worthy of their trust.
24. Palm instead of Pointing One hand gesture you need to avoid like the
plague is pointing because it conveys aggres-
Public speaking consultant and researcher Ve- siveness and sends an unwelcoming message
nessa Van Edwards recently did a study of the to your audience.
most watched Ted talks. What she discovered is
that the talks that went viral had the most hand And no matter what hand gestures you choose
gestures in them per unit of time. to use as a public speaker always try to keep
your hands in the strike zone as you speak.
The TED talks that were the least watched had
around 124,000 views each with an average of The strike zone is actually a metaphor from base-
272 hand gestures. ball that roughly includes the area between the
top of your hips and your shoulders. Its your
Viral TED talks on the other hand averaged 7.4 natural gestural sweet spot.
million views and 465 hand gestures over the
same period of time. 25.Learn to Fidget Less

Nervousness, anxiety and distraction are just as


According to Van Edwards:
contagious as inspiration and positive surprise.
When really charismatic leaders use hand ges-
The fastest way to communicate your nervous-
tures, the brain is super happy, she said. Be-
ness to your audience is by fidgeting.
cause its getting two explanations in one, and
Some of the most common forms of fidgeting
the brain loves that.
includes playing with your hair, touching your
face or rolling an object around in between your
fingers.

The top 2 strategies for becoming a calm pub-


lic speaker who fidgets less are to master your
relaxation response as described at the be-
ginning of this post and to target fidgeting for
complete elimination in your early small group,
mirror-front and self-recorded public speaking
sessions.

When you use fast relaxation breathing and


PMR to create a complete state of calm before

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Personal Trainer Magazine
Fitness. Dedication. Success.

you speak youll get rid of the anxiety that fuels enjoyable on those rare occasions where you
fidgeting. need to share comparatively dry or otherwise
boring material.
In your early practice sessions, you can also learn Unless youre a stand-up comedian, you dont
to replace fidgeting with some of the body lan- want to over use humor since that can take away
guage best-practices weve explored so far, like from professionalism.
establishing eye contact, sweet-spot palm-ges-
turing and power-posing. Its important to really test and verify the true fun-
niness and universal tastefulness of any jokes or
26. Smile Genuinely and Often humorous stories you plan to use in advance.

Remember how we were just talking before The last thing you want is offend your audience
about how smiling and power-posing actually or to leave them imagining the sound of crick-
trick our brain into super-charging our mood ets or the dreaded joke failure drum line da-
and self-confidence? dum-dah pshhh!
And how strong positive changes in how we feel
actually shape how we act in a way that positive- 28. Use Props
ly influences the behavior of the people around
us? Back in 2009 Bill Gates was consider a medio-
cre pubic speaker at best.
Well, theres nothing more contagious and in-
spiring than a genuine heart felt smile! That was until he did the unthinkable by un-
leashing a living public speaking prop of live
The latest happiness research shows that smil- mosquitoes into the audience during a talk he
ing actually makes you look younger and thin- gave on beating the global malaria epidemic.
ner, in addition to its super-happiness elevation
properties.

Not only will smiling add powerful bursts of


positive energy to your public speaking for you
and your audience, but you can use that posi-
tive energy to make your most important points
that much more enjoyable to hear and easy to
remember.

And a great way to get people smiling and


laughing is through:

27. The Effective use of Humor:

Theres nothing like a great joke or a humorous


story to help break the ice as your opening at- (See video here: Mosquitoes released at about
tention grabber. 4:36)

Using a bit of humor throughout your presen- Its great to be creative with props but you dont
tation can also help to keep audience energy want to overdo it with too many props the same
levels and attention high. way you dont want to overdo it with too many
jokes.
Humor can also help make things a little more

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You also want to make sure your props are high- Fitness wearable-tech and gift certificates for
ly interesting and directly relevant to your topic. free access to your world class wellness coach-
A great example of this is another now famous ing or personal training services are also great
TED talk where Jill Bolte Taylor used an actu- free prize ideas.
al human brain as prop to share how she had
experienced a massive stroke, and watched
as her brain functions motion, speech, self- The key here is to give a way stuff that people
awareness shut down one by one. - An aston- are really going to love and benefit from.
ishing story.
You can let your audience or group know that
It can also be incredibly helpful to use high qual- youre going to have a Jeopardy! style game
ity PowerPoints and other exceptionally good show quiz at the end of your presentation based
audio visual props to help pull your audience on the information youre going to share with
deeper into your presentation. them in your presentation.
Although great visuals like infographics, short
videos and easy to read graphs can be hugely And thats when you can pull out your notes and
helpful as props, dont make the mistake of writ- act like Alex Trebek!
ing out your entire speech on your slides.
Again, unless youre super wealthy, this is ideal
Thats a habit you want to ditch just like exces- for small to midsize groups. You want to make
sive hand held notes. sure that everyone gets a free gift with top per-
formers getting really good ones of course.
29. Incentivize and Build Engagement By Giv-
ing Away Free Gifts
30. Thank Your Audience When Youre Done!
This is a particularly powerful and strongly rec-
ommended public speaking tactic for small to What is one of the all-time best practices that
medium sized groups. Its also really good for truly distinguishes mediocre managers from
when you need to make sure your message amazing business leaders?
sticks.
Effective employee recognition.
A great example of how to maximize the value
of giving free gifts is to set up a special post-
And whats the secret to the most effective kind
talk quiz show activity.
of employee recognition?
You can do this by letting your audience or group
know that youre going to give away some great Simple, a genuine heart felt thank you and smile
free gifts which you can also display before you from the boss.
start your talk to build instant connection, moti-
vation and audience participation. Take some time at the end of each presentation
to really offer a heartfelt thanks to your audi-
For example you might want to give a way deli- ence.
cious free samples from your highly profitable
healthy coffee or nutrition business.
Thinking about how you really value them and
You could also give away high quality clothing making a real positive difference in their lives
items such hats or sweat shirts (ideally with your as human beings will make a genuine smile au-
logo on them). tomatic for you.

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Personal Trainer Magazine
Fitness. Dedication. Success.

New Year
New Business
Sunlighten Therapy
a Top Wellness Trend
of 2017!
Its a new year and with it comes an influx of new ideologies, inspiration and goals and health
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Why Sunlighten is Good for Business

At Sunlight Day Spa one of our most popular services are Sunlighten Purifying Treatments. Sun-
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for another double-digit increase in 2017 and you can do the same for your business. Sunlighten

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can help you to make this the most profitable Many businesses use the saunas as an added val-
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3. relaxation program (feels like a full-body
Unassisted Revenue massage),

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Personal Trainer Magazine
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4. cardio program (longest program, high shown in tests and studies over the past several
blood pressure and burns calories), years. For more information on our clinically-
backed saunas, click here.
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your clients.
Check out this five (5) minute video to learn
www.JohnSpencerEllis.com/sunlighten
more from our team-member Andrea:
Extensive Health Benefits
Anti-inflammation, weight loss, increased circu-
lation, anti-aging and pain reduction are a few
of the healthy side-effects of near, mid and far
infrared wavelengths. Check out some of our
testimonials here or hop into a sauna yourself
to give it a go!
Clinically-Backed
While Sunlighten saunas have been featured
on Oprah and The Doctors, the benefits from
Sunlighten Infrared saunas have been clinically

Issue 8 2017
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117
Issue 8 2017
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Personal Trainer Magazine
Fitness. Dedication. Success.

Issue 8 2017
PAGE
119

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