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How To Write A Newsletter

  Newsletters are effective at every stage of the Onboarding process. They raise awareness when they’re shared; they increase desire by demonstrating the benefits of our service. They provide a clear path to integration, and keep our existing clients engaged. Newsletters follow a “good-better-best” delivery continuum: Good: you send out a newsletter once every month with a good story. Better: You send out one newsletter each month with a good story and an offer tweaked for different groups, and including a clear call to action. Best: You send out multiple versions of the same email in a timely strategy (see below.) You include clear calls to action, and demonstrate the benefits of your services. People look forward to receiving your newsletter. Here’s how to start with #1, and get to #3: TITLE Use “News” or “Stories” in the title. You’re attracted to stories. Ask a question when possible: “Are You Wasting Your Time in the Gym?” CONTENT – GENERAL Client Story #1. Write a short intro paragraph: “I remember Carl’s first day…” Post a great picture, and then link back to Carl’s story on your site. Offer #1. Make the offer relatable to the story: “Carl started with our new OnRamp program. Here’s how:” Include a clickable link to sign up for OnRamp. Client Story #2: Keep the reader scrolling down the page. Use the same format as Client Story #1. Offer #2: Mention a service that existing clients might like, or list upcoming specialty groups and events. Include clear links to sign up. Client Story #3: Follow the same format as above. Personal note: though all of the above should be written in professional language (third-person, active tense) this section should be in the first-person and typed the way you speak. The ‘General’ newsletter will go out to everyone on your list who isn’t in a “special interest” group. For those folks, you’ll edit the original email to include …

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How To Create Member Profiles

No one uses “testimonials” anymore. They’re too staged, too sales-y. We’ve all been asked for a testimonial and recall how awkward it felt. But we still need social proof to help our clients relate to our service. And our brains are wired to remember stories better than single concepts or facts. So tell stories on your site! Client stories are sticky content. They make the featured client feel important. And they remind everyone else about how great about your gym “family.” Here’s how to get three client stories every month with very little effort: WRITTEN It’s important for a featured client to tell their story in their own words. Just prompt them with questions that lead to a narrative with a beginning, middle and end. Email the following “interview” questions, with this lead: “Hey Sara, it’s fantastic having you in the gym. You bring so much to the noon group, and we want to make sure everyone knows your story. Can you answer these questions for us? Don’t worry about your answers, and don’t spend more than ten minutes. If you can send it back by Friday, we’ll post it on Monday with some GREAT pictures of you working out! What brought you to CrossFit in the first place? What was your first impression? How has that changed? What was your first “bright spot”? What are you working on now? What’s your favorite Catalyst memory?” Then find 2-3 great pictures of Sara. When she responds, cut the interview questions from her text so her post reads like a narrative. Paste to her blog; don’t correct her language, but fix her grammar if necessary (always help your clients look their best.) Post! VIDEO Ask a client if they can stay four minutes after class: “Sara, we love having you here, and I want to make sure ALL of our clients know who you are. Can you stick around after class for …

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How To Create Good Video Content

How To Create Good Video Content You’re a great coach, but no one outside your gym knows it. Let’s show them. STEP ONE Don’t set up a sound stage: just coach a class as you normally would, and record the “skills” portion. Use your phone, a small video camera or DSLR. Record the whole thing. STEP TWO Review the video, and find the best cue or tip you used. Cut that portion and drop it into iMovie or Corel Video Studio Pro. STEP THREE Add your logo to the start and finish. STEP FOUR (OPTIONAL): Clean up the background noise. In iMovie, reducing background noise by 50-55% can remove hum without distorting your voice too much. Or use a more sophisticated tool like Audacity. STEP FIVE: Add a simple “next step” for viewers: a site to visit, a facebook link, or another video to watch. STEP SIX: Post to your YouTube Channel. Add a link to sign up for your intro session in the video summary. THIS IS IMPORTANT: Don’t wait until you can create a perfect video. Consistency is better than perfect lighting and sound. START HERE: Video the movements you teach in your OnRamp or Foundations program first. These are the most important, and most usable in future content marketing. AND…..ACTION! Download a sample template for use in your staff handbook here: Sample Video Content

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How To Create Good Blog Content

  You need to show people how you can help them. Content marketing doesn’t mean plastering flyers on windshields: it means demonstrating your expertise. After all, if they don’t KNOW you’re the best coach around, who’s going to tell them? Not your competition! Here’s how to create a simple 300-word blog post: FIRST PARAGRAPH Explain how your topic will help the reader. Give them a reason to pay attention. Benefits, not features: “Squatting will keep you out of the nursing home. It’s the single most important exercise you can do. Here’s how to do it right.” SECOND PARAGRAPH Show, don’t tell. Keep instructions simple, and use pictures to illustrate what you want. “Push your hips back until your weight is on your heels (you should be able to wiggle your toes.)” Focus on what to DO, not what to avoid. THIRD PARAGRAPH Give examples: when should people squat? How often? “Try to do ten perfect squats in a row. Include squats in your warm-up, or do 20 while the coffee’s brewing!” FOURTH (SUMMARY) PARAGRAPH Give the reader a “next step” to take. “Click here to watch a video demo!” The most important thing in content marketing is CONSISTENCY. Get a blog post up every week, and post a coaching video at least three times every month. Make it good, not perfect, and hit “post.” A downloadable version of this post to add to your staff handbook: Blog Post Template

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Fit It Forward 2016

“Fit It Forward” Marketing Strategy – Details Riding The Wave Choosing a gym seems like a logical one, but it’s driven by emotion.
When people decide to lose weight, they’re admitting they’re fat. When they decide to get stronger, they’re admitting they’re weak. When they say their back hurts, or their knees ache, or they can’t walk up a flight of stairs anymore, they’re admitting they’re feeble. Even young, healthy studs making the switch from McFitness are in a highly emotional state: they’re excited. And this is never more true than after the holidays. It’s the real reason people join gyms in January. You don’t need to offer discounts after the Open; you just need to embrace their emotional drive. With Fit It Forward, that’s exactly our goal. Creating A Wave of Emotion People like your gym. And they like you. But sometimes, they LOVE the gym. When their emotional state is heightened, they’re far more likely to recruit their friends. So when are they most passionate about you?
* after a “bright spot,” like a first pull-up * after overcoming a social obstacle (finishing their first Open in front of everyone)
* after a longer-term challenge (food challenge, “The Gift,” PR Week.) Chances are, you’re already giving them these emotional high points. When they’re bursting to tell people about you, why not give them a reason? In this strategy guide, we’re going to create that emotional high point, and then use our “Fit It Forward” strategy to ride the wave. The “Help-First” Handoff In Handoffs and Hail-Marys, I wrote about a client’s three points of influence: those they live with, those they work with, and those who attend their “third place.” All of those folks should be doing CrossFit. We’re going to invite them using our “Help First” philosophy. Our message: you feel great about yourself, and rightfully so. If there’s anyone in your life you’d like to share this feeling with, …

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