She Means Fitness Business

Content creation mistakes most health professionals make can keep you hidden from the people you can serve! 

In this episode, Debra Atkinson and intern Hope Ogg discuss the critical aspects of content creation and the common mistakes that can hinder your success as a health & fitness professional. From understanding your audience to the importance of SEO, Debra provides actionable advice to help you refine your content strategy and boost engagement. Learn how to avoid the pitfalls and create content that resonates with your audience, ultimately driving your business forward. Take your content creation skills to the next level!

By focusing on these key elements, you'll not only avoid common mistakes but also create content that stands out, engages your audience, and effectively promotes your fitness business.

Ever wonder why your content isn't getting the traction you expected? Are you struggling to keep your audience engaged? Stay tuned as we explore the pitfalls that might be holding you back and share practical strategies to elevate your content game!

These content creation mistakes fitness professionals make and uncovering the common mistakes that health and fitness professionals make. Whether you're a seasoned pro or just starting out, this episode is packed with tips to help you create compelling content that engages your audience and drives your business forward.

Questions We Answer in This Episode:

• If you were going to create your first ever social media post how would you decide what to post? 
• Do you know what the biggest mistake most health pros make with content creation is? 
• Let’s first define content 
• The 4 ways you use social media (research, social proof, marketing, sales) 
• What are the most common content creation mistakes fitness professionals make?
• How can you identify and understand your target audience better?
• What tools and resources can streamline the content creation process?
• How can you use analytics to refine your content strategy?
• Why is authenticity vital in connecting with your audience?

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/repurpose-schedule-track-content-creation/

https://www.fitnessmarketingmastery.com/fast-fixes-for-social-media/

https://www.fitnessmarketingmastery.com/define-your-brand-voice/

https://www.fitnessmarketingmastery.com/Killer-Social-Media-Strategy  

This was seriously from fear to there. I'll share how I built this online fitness business from the ground up. 

Before you dive in: there were tears. 

Oh, I had big dreams, and I had no fear of rolling up my sleeves. But I was a midwestern girl from an upper middle income family in a conservative small town in the middle of the midwest. 

I had no parents engrossed in entrepreneurship or sales. They and I thought I had "made it" when I began teaching at the university. Stable, steady, benefits. 

Wasn't that the goal? 

Well for me there was always a desire for more and wondering what was on the other side. What was it like to have a more flexible work life and be in charge of the speed at which you did things? 

• How It started
• Obstacles I encountered 
• How I built this online fitness business 
• What you'll find here so that you can too
• How it's going
• What it was like starting in 2013 vs today

One of the things few of us show on social media is the struggle. We get right to the good stuff and don't share our low points. They're the curated images that have been air-brushed or full makeup and a "thin" day. 

When you consider how I built this online fitness business, you'll understand it was ugly and hard and one of the hardest things is no one talks about the mental struggle. Again, we just pretend it was always this way. 

If I share the good, I think I owe it to you and to me to share the bad, don't you agree? 

Please let me know how you liked, Fear to There | How I Built This Online Fitness Business

Website: https://fitnessmarketingmastery.com

On Social:

LinkedIn: https://www.linkedin.com/in/debraatkinson

Instagram: https://www.instagram.com/flipping50tv

YouTube: 

https://www.youtube.com/flipping50tv

Listen to me coaching our Flipping 50 intern on how to create a killer social media strategy. If you’re a health coach, I want you to follow along. If you have a platform or channel and your engagement isn’t great, you may be tempted to blow this off. Don’t! 

Just a thought, but it’s those of us that stay coachable and curious and know just because we’re doing it or delegating it doesn’t mean we don’t have the opportunity to create the 2.0 or even 4.0 version. 

Everyone loves Instagram. Those who may not actually love it, still find it hard to resist! For health pros it’s tempting to start with beautiful pictures, recipes, hashtags, posting frequency and miss the part that really makes it a strategy! 

Questions We Answer in this Episode: 

• Who do you want to serve?

• What do they want?

• Why don’t they have it?

• What’s their biggest problem

• How long has it been bothering them?

• How urgent is that problem?

• What if they don’t solve this problem? 

• What have they tried?

• What happened with other things they tried? 

• What do they fear? 

• What do they dream about/would be ideal?

When you Know That, You Want to Know This:

Talk about the problem 80% of the time 

Position yourself as the solution 20% of the time

Make an offer on your posts less than 1% of the time 

Make them the hero

Be vulnerable about your problem 

Determine 3 or 4 pillars of content that you’ll share

1. For example: Specific “recipes” - food, exercise, sleep, at-home facials, essential oils 

2. A personal share or story related to your audience’ problem that says, I’ve been there or reveals mistakes you’ve made, helps them get to know you. 

3. Research ?

4. ??

Knowing Why Makes Killer Social Media Strategy

What do you want them to do? 

Are you selling services or products now or in the future? 

Are you trying to do research first?

Are you going to target local or digital customers? 

Do you want the platform to be for social proof or to grow an audience of paying customers? 

Are you the brand? Or are you representing a brand? 

This all is foundational before you start simply posting to post, trying to find recipes to share, walking and talking to post. 

What accounts do you follow and like? Why do you like them?

What would you do differently?

Would your ideal customer like it or need something else? 

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/repurpose-schedule-track-content-creation/

https://www.fitnessmarketingmastery.com/fast-fixes-for-social-media/

https://www.fitnessmarketingmastery.com/define-your-brand-voice/

Resources:

Health Coaches Scorecard: https://www.fitnessmarketingmastery.com/Scorecard

Marketing to Women: https://www.fitnessmarketingmastery.com/copywriting-course

Menopause Fitness Specialist: https://www.flippingfifty.com/specialist 

To grow a thriving business you need magnetic brand visibility. Everyone needs to know you and identify with you. Or at least, your ideal customers do. In fact, anyone else should be somewhat repelled. 

This episode is worth the listen. Before you listen, bring to mind any pictures you may have posted on social media, any images on your website. Think about the favorite pictures you have of yourself, and think of those you dislike. 

That will all make sense as you listen. 

I think you’ll find this episode insightful and if you’re planning social media posts or a new photo shoot for your website, priceless. 

Maybe you’ll consider joining us in a future pros retreat for upgrading your brand. 

My Guest:

Julie Magnussen is a brand photographer helping women in business transform their visual brand through her signature Magnetic Brand Photoshoot method so they can embody their worth, showcase their authentic brand story, attract soulmate clients and expand their bottom line.

Questions We Answer in This Episode:

• What does it mean to show up "authentically" online?
• Where do you feel like people are missing-the-mark when it comes to sharing their personal brand online?
• What role does branding play in the photos we share? Why is it important?
• Why do you think people are hopping on the "faceless account" trend? Why are they posting and ghosting? Is this sustainable?
• You like to guide people out of the "sea of sameness." Why does this matter? What is one thing we can do today to move out of that pool of forgettable brands?
• Walk me through how we create a visual picture of our authenticity.

Connect with Julie:

https://www.jmbrandphotography.com/

On Social:

Instagram: @juliemagnussen

Other Episodes You Might Like:

Social Media Marketing: https://www.fitnessmarketingmastery.com/social-media-marketing-strategy/

Define and Develop Your Brand Voice: https://www.fitnessmarketingmastery.com/define-your-brand-voice/

Resources:

Crafted to Click may look familiar!! https://jmbrandphotography.myflodesk.com/craftedtoclick

Building your brand presence is a series of things that make YOU not another trainer or coach but THE recognizable one that attracts your ideal client.

For many of the trainers and coaches I’ve seen just starting out, this is the missing piece in designing a life and business you love. 

But there are 3 ways you might get stuck building your brand presence: . 

1. It feels illusive, building your brand presence, you might think is as easy as consistently using bright pink in clothing and your logo. 

2. You aren’t sure yet what you want that to be.

3. You’re spending so much time thinking about this you’re not taking real action to make offers and close deals. 

Today’s guest is rebuilding her own. She’s pivoted at 50 as many women do to something more soul-satisfying and that had the prerequisite of gaining the life and professional experience you have now.

If this sounds familiar, and your midlife flipping your focus or really digging in, I think you’ll love this.  

My Guest:

Jenna Capozzi brings over 30 years of C-level executive experience, having led innovative projects for global brands such as Samsung, Target, and BMW, and produced notable films and TV shows. Transitioning from Hollywood to empowering the next generation of leaders, she leverages her extensive background to guide individuals towards impactful leadership with Forte Femme. Jenna dedicates herself to mentoring individuals, emphasizing the importance of community support and personal growth. Her mission is to nurture leaders ready to make a significant difference, utilizing her vast achievements in entertainment and advertising, coupled with her passion for helping others achieve their goals with confidence and clarity. Committed to the idea that leadership and purpose are crucial for lasting change, Jenna aims to support emerging leaders in making a meaningful impact, by building an audience and assisting others on their journey.

Questions We Answer in This Episode:

• Can you share the moment you realized something significant was missing in your life?
• Was there ever a moment with a big name brand or client where you had to convince someone to see the vision you had? 
• How did your experiences in the high-pressure environment of marketing in Hollywood shape your approach to founding your own business?
• What inspired you to specifically target this demographic?
• What advice do you have for women who fear it's too late to chase their dreams or start anew?
• You host retreats you describe as “work-cations.” Can you describe that kind of experience and your vision for those?
• How do you incorporate your personal interests, like curating memorable travel experiences, into the retreats and programs within your business?

Connect with Jenna:

https://leadwithjenna.com/

https://retreatswithjenna.com

Social Media:

Facebook - https://www.facebook.com/jennacapozzirutgersson

Instagram - https://www.instagram.com/jennacapozzi_forte

Other Episodes You Might Like:

ABCs of Branding: https://www.fitnessmarketingmastery.com/abcs-of-branding-your-fitness-business-for-more-business/

Facebook Ads Strategy: https://www.fitnessmarketingmastery.com/facebook-ad-strategies/

Resources:

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Flipping 50 Menopause Fitness Specialist: https://www.flippnigfifty.com/specialist

Have you ever thought about hiring an intern or getting free labor? Through an intern from a community college or university? If you've never thought about it, but now you're wondering should I think about it or if you Yes, I've thought about it but wondered, are you in the right position? Are you ready to hire an intern? This is your episode tune in.

Ready to Grow Your Expertise as a Menopause Fitness Specialist? We’re open for enrollment. Learn more about it in this free webinar replay you can watch: 

The Exercise Mistakes Keeping Women Fat, Sick and Aging Faster. Just click here. 

This episode is all about interns! We reverse engineer from hiring interns, attracting them, writing a description and how you know if you really are ready and what ideal mindset you'll have before hiring your internship. So we do this twofold and we do this very informally. My intern for the summer of 2024 started yesterday as we recorded this podcast episode. And so I asked her, let's do this. Let's just be transparent. What did you want? How does it work when you're picking an internship? What about the description appealed to you? And then I talked about what I was looking for in an intern. What I wanted, what I was hoping, what I hope at the end of this happens and I hope most of all that it will help you.

Resources: 

Health Coaching Scorecard: https://www.flippingfifty.com/scorecard 

Marketing to Women  Copywriting Course: https://www.flippingfifty.com/copywriting-course 

Other Episodes You Might Like: 

Hiring Help Like a Pro: https://www.fitnessmarketingmastery.com/hiring-help/

10 Ways to Operate Like a Team without Hiring a Team: https://www.fitnessmarketingmastery.com/hiring-a-team/

Hiring Wrong? The First Person to Hire: https://www.fitnessmarketingmastery.com/important-position-fitness-business-youre-hiring-wrong/

Hold your hat, here come 3 quick ways to boost engagement! 

If it feels like you’re posting all the time but crickets all the time in response, this is for you. 

These are quick and dirty ways to get more engagement, therefore grow your reach on social media and that potentially means grow your email list.

When you grow your email list, you have a better chance of launching more successful programs every time. 

If you’re not already growing your list every single day, with a juicy lead magnet - you know - the opt in they’ll trade their best email for then grab my Ultimate Freebie Guide. 

Yes, how meta is that? The freebie guide to freebie guides. But it’s easier now than ever with Chat gpt. If you know how to prompt and ask questions! 

Let’s dive into this short but effective list of 3 ways to boost engagement now.

1. Use stories. 

If you continue to post reels and carousel posts and live videos or image posts and you know the post is good and helpful and hits on a topic your audience cares about and is looking for a solution to (and if not see my ultimate freebie!), then stories could be all you need. 

1. Post about a life experience related to health, wellness or fitness that you’re going through. 

It could be mine- last week I had a tooth extracted. I chose a holistic dentist. So I talked about why and the difference. I talked about the trek to LA to have it done. I talked about the worry I did ahead of time and the outcome of the whole thing, from hours in the chair, the pain, what I was able to do after, how I prepared for healing and inactivity so I wouldn’t lose muscle. 

1. Honor celebrated days, weeks and months or events

Make them personal. Last women’s history month, we’ve been blessed to see Caitlin Clark from the University of Iowa excel in basketball and change the game forever. She’s become a celebrated athlete, not just a women's basketball athlete, and all-time athlete. Because of that we’ve seen more female athletes and coaches highlighted that in the past take a backseat to men’s events. 

Resources: 

Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Menopause Fitness Framework: https://www.flippingfifty.com/specialist 

Other Episodes You Might Like: 

Affiliate Partnerships: https://www.fitnessmarketingmastery.com/promote-affiliate-partners/

Social Media Marketing Strategy: https://www.fitnessmarketingmastery.com/social-media-marketing-strategy/

Diversify with 7 revenue streams for stability and growth in the fitness coaching industry, particularly for those focusing on midlife women.

1 Online Courses and Workshops 

- Description: Creating and selling online courses that address specific aspects of fitness and wellness for midlife women, such as bone health, hormone balance, and managing menopause symptoms through exercise and nutrition.

- Actionable Tip: Use platforms like Teachable or Thinkific to host your courses; start with a pilot course to gauge interest.

One event or one series of events.

Biggest mistake here is underpricing. 

If you start with a problem, and you believe someone will pay for the solution you have, underpricing is usually the biggest risk. It sets a precedent. You aren’t going to be excited about it. 

Second biggest mistake is not having a goal for enrollment. What’s the minimum profitable number of registrations? If you don’t want to profit or set that as a goal, you won’t. You may have a hobby. Consider your time. Time delivering, time preparing, time commuting, what it removes you from doing that could earn more. The biggest cost to a low price offer though is the mental connection with you and your services. Cheap is not well-perceived as “worth it.” 

2 Virtual Fitness Coaching 

- Description: Offering personalized coaching sessions via video calls, catering to clients who prefer the convenience of working out at home.

- Actionable Tip: Leverage tools like Zoom or Skype for personal training sessions; consider group sessions for a more community-centric approach.

Private or Group

3 Wellness Retreats 

- Description: Organizing retreats focused on fitness, nutrition, and overall wellness for midlife women, offering a holistic health experience.

- Actionable Tip: Partner with a retreat center and start small—a weekend getaway focused on a specific theme like "Reset and Renew."

Live or Virtual- where would you love to go? These are the most fun revenue streams for coaches because you’ve figured out a way to do what you love and get paid for it! 

I’m hosting retreats in Colorado and in the Grand Canyon this year. I am taking the cohort on trails I love and know, getting to teach life-changing content to attendees while they’re there, bringing together a community of women interested in the same things. But you can also and I have done this virtually in a 3-day retreat. At $97 for the event and with over 40 in attendance. It was a blast! For a few hours on Saturday and Sunday each. 

Workshop style - partner with someone 

Grassroots - Register and pay either coach, enrolling coach takes 5-10% more which is a sales commission essentially, and then coaches settle up after. (Don’t make an attendee register two places)! 

4 More Revenue Streams for Fitness Coaches

4 Membership Programs 

- Description: Creating a membership platform providing exclusive content, community support, and regular live Q&A sessions. Often includes discount rates for additional services, a regular content exclusive to the membership, access to you that no one else has or only VIP clients have, but members get at a fraction of the price of private coaching. 

- Actionable Tip: Utilize platforms like Patreon or MemberPress to build and manage your membership community, Memberium

5 Affiliate Marketing

- Description:Earning commissions by recommending fitness and wellness products that align with the needs of midlife women.

- Actionable Tip:Choose products you genuinely endorse; transparency builds trust with your audience.

Coach partnerships

Program partnerships

Equipment: desk bikes, weights, Power Plate, skin care, supplements

6 Corporate Wellness Programs

 Description: Designing and implementing fitness and wellness programs for employees at corporations, focusing on midlife health.

- Actionable Tip: Start by offering free lunchtime talks or workshops to introduce your services to local businesses.

Create proposals - learn the corporate context of programs

7 Writing and Publishing 

- Description: Writing books or guides on fitness and wellness for midlife women, either self-published or through traditional publishing.

- Actionable Tip: Start with an eBook on a niche topic; use Amazon Kindle Direct Publishing for a straightforward self-publishing process.

Often the monetization of these items is not the sales of the book but the sales of the program you talk about in the book.

-Summary of the revenue streams for fitness Coaches

Resources: 

Health & Fitness Business Self-assessment: https://www.fitnessmarketingmastery.com/scorecard 

Menopause Fitness Framework: https://www.flippingfifty.com/specialist 

Other Episodes You Might Like: 

How to Attract Over 50 Clients: https://www.fitnessmarketingmastery.com/reach-over-50-clients/

How to Develop Relationships with Medical Professionals: https://www.fitnessmarketingmastery.com/relationships-with-medical-professionals/

Last week on She Means Fitness Business with Jay Croft we be talked about writing, creating copy and if you’re considering a book (and you probably should be) this will help you in every aspect of your business.

“I wasn’t marketed to anymore.” 

My guest today points out a glaring still-existing dilemma in our fitness industry. Even in this age where menopause and longevity being buzzwords of the year, images and marketing terms are centered around young, youthfulness, and anti-aging. Images of young, fit individuals in bra tops still prevail.

If you want to reach over 50 clients, you have to know what to say and what not to say. Jay Croft creates original content for trainers, gyms and studios. Everywhere you write, speak, or create video, you are a copywriter. I rounded up a professional writer to help you with content to reach over 50 clients.

Be sure you stay til the end for some help on how you can use AI to generate content to reach over 50 clients better, faster and create a relationship. 

My Guest:

Jay Croft created Prime Fit Content to help gym owners reach more people over 50 after 30 years in mass media and corporate communications. A veteran writer, editor, and content creator, Jay creates premium, original material best used in email newsletters, social media, and blogs. He also consults with businesses about this vast, underserved segment and how best to communicate with them effectively.

Questions We Answer in This Episode:

What is your background and how & why you got into this? 

What are some of the challenges trainers online or off  have in communicating with the over-50 market?

What are a few key pieces of advice in improving your game on this?

Why isn't the fitness industry doing more to help people over 50?

What role can content and communications play?

What works and what doesn't?

Connect with Jay:

https://primefitcontent.com

On Social:

Facebook: https://www.facebook.com/jaycroft

Threads: https://twitter.com/JayCroft

Instagram: https://www.instagram.com/primefitcontent/

LinkedIn: https://www.linkedin.com/in/croftjay/

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcasts

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

Developing relationships with medical professionals was going to be easy once Exercise is Medicine™ was announced! Trainers and gyms thought it was going to be great. Imagine it raining clients told by their physicians to exercise and start working with a trainer. 

No one came. 

"Exercise is Medicine was established in 2007 by the American College of Sports Medicine to inform and educate physicians and other health care providers about exercise as well as bridge the widening gap between health care and health fitness."(https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7444006)

It's Up To YOU. 

You want an endorsement from a physician. They want to know their patients get a safe referral and their credibility is supported.

• Make it clear what’s in it for them. 
• Make it easy for them. 
• Make the relationship with you public by inviting them to over. 

• Host events and invite them(let them see you in action)

• Host events and feature them(live or your podcasts or virtual video show)

• Offer to do a lunch & learn for their office (if local or possibly virtually)

• Contact them with a professional letter/email

• Follow up - emails and letters get lost

• Call the office 

• Follow up - messages get lost 

• Offer to train them

Mistakes when Trying to Develop Relationships with Medical Professionals 

• No follow up

• Confidentiality breach

• Lack of specific CTA 

• Lack of specific way they win 

• Are you a specialist? In what? Does that serve a lot of their patients? 

Because very few are doing this well right now, you have a huge opportunity. You have nothing to lose and everything to gain. I’ve witnessed physicians actually become part-time fitness instructors. Chiropractors and physical therapists were gymnasts and fitness instructors before they were practicing. Learn more about physicians. Try taking an interest in them and begin creating a relationship the same way you’d create a friendship. The more you’re interested in them and how you can help them the more likely you are to get attention. 

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcast

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

https://www.flippingfifty.com/wwwexercise