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 Newsletters are effective at every stage of the onboarding process. They raise awareness when they’re shared, and 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 offertweaked 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 1. 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. 2. Offer #1. Make the offer relatable to the story: “Carl started with our new on-ramp program. Here’s how… .” Include a clickable link to sign up for on-ramp. 3. Client Story #2: Keep the reader scrolling down the page. Use the same format as Client Story #1. 4. Offer #2: Mention a service that existing clients might like, or list upcoming specialty groups and events. Include clear links to sign up. 5. Client Story #3: Follow the same format as above. 6. 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 ...

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

  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