Are You Falling Behind Somewhere?

3 Easy Ways To Improve Lagging Areas 

One great lesson that has been learned from body building is to train everything well. 

This doesn’t mean what some think it does though.

Well, at least not in the context I’m talking about today, which is to help reduce injury and promote longevity/performance.

Lagging muscles in the body can potentially lead to the following:

• Instability 
• Incorrect Recruitment/Firing Patterns 
• Poor Posture 
• Acute/Chronic Pain or Discomfort 
• Overcompensation 

To name a few things, with the biggest potential issue being injury if left unchecked.

Of course injury isn’t the result all the time, it’s just the worst possible outcome. 

Hence it’s better to have an ounce of prevention than a pound of cure in this regard, something you’ll be thankful for as you continue to make your ways through this schism called life. 

Commonly I find these areas are lagging/weak in most people. 

• Rear Deltoids (lateral too)
• Lats 
• Mid Traps 
• Glutes 
• Erectors 
• Triceps
• Calves

Essentially their entire posterior chain in most cases, which can make them look older than their years.

These three simple protocols will help elevate a large amount of issue. 

You’ll find the is because the added volume based approaches will help in not only building lean mass, they’ll also help in strength and most importantly in improving the mind muscle connection.

Be sure to make notes and feel free to fire across any questions you may have. 

100 Rep Buy In & Out – 

Popularised by good old CrossFit, the premise behind this is that you’ll perform 100 reps of whatever movements/exercises you need before starting your main session.

As a bit of a twist I’m going to stipulate that this is done in one set.

Additionally you’ll do it at the end of the session as well, perhaps for the same muscle just with a different movement.

This really packs a lot of volume oomph.

By that I mean you do as many reps as possible, stop when form starts to slow or feel compromised and then shake out the tension for a few seconds before cracking on again until you’ve hit all 100 reps.

This is best suited to single joint movements and your aim is to hit 100 reps in 3 sets.

Once you can hit 100 reps with your given weight in 3 sets go up a smidge in load.

You can also choose to change the movement/exercise if you wish because the aim of this is to getting some decent volume and build a mind muscle connection in the target muscle/area. 

A Set With Every Set – 

Super simple and super effective.

Say this is your training session for a given day:

A1 – Deadlift 6,6,6,4,4,4,2,2,2

B1 – Weighted Pull Up 5x 3-5
B2 – Weighted Chin Up 5x 3-5
C1 – Barbell Bicep Curls – 3x ARMAP 
C2 – Reverse Fly – 3x AMRAP 

Above (not including warm ups) you’ve got a total of 22 working sets, that’s a lot of work. 

However it’s also the perfect opportunity to get in some additional volume on a lagging muscle.

In the above training I’d happily put in a set of Lateral Raises for 8-12 reps in-between each working set to build those caps and also groove in a solid mind muscle connection.

Alternatively if you feel the idea of a total of 44 working sets being a bit too much, try doing 1 AMRAP (as many reps as possible) set after the warm up and then each main exercises working sets are done. 

This would total perhaps 6-7 working sets for Lateral Raises.

Armed with these two methods you’d have more than enough to progress your weaker areas.

However here is one more that is worth its weight in gold. 

A Daily Dose Of Reps – 

Based off of the idea behind high frequency strength training, you’ll be lifting daily. 

The key here is to perform purposeful volume and not overdo it on any one day because that can be fatal.

In say this though how much volume you can accumulate will vary based on what you do.

As an example, if you want to build a pert posterior that will have heads turning and trousers fitting well then you can easily do up to 300 kettlebell swings per day without too much hassle. 

Of course you’d need a kettlebell(s) and ideally to change the loading/reps each day.

You can also do the same for something like the kettlebell snatch for 100 reps a day (50L/50R).

Again making sure you vary the volume, intensity and density from day to day to allow recovery.

I’ve personally found this method incredibly effective, however not everyone likes doing the same movement every day, however this style of training is ideal for changing the variation each time you train. 

So what happens for movements other than the Snatch/Swing volume wise?

It’d be useful to put a volume cap of anywhere from 35-100 reps in place, or you can use a time block of say 15min solid work on an isolation lift and then track the total volume. 

Total Volume = Reps x Load 

^^ When different loads on the same movement you’ll need to use the above to get the total volume for each and then add them all together for the total session volume. 

Remember that volume tolerance is not only individual to each muscle.

It’s nuanced for each person as well based on general life stress, sleep, nutrition and so on. 

So if someone is doing more don’t try to match them, simply assess how you’re doing by using yourself as the base/marker.

Keep all of the above in mind when you’re looking at brining up a weaker area.

Enjoy,
Ross 

Social Media Saviour Series

What Is The Right Length Of Video Content For Social Media?

Here is 7 popular platforms how/why each works well and in/for what context.

As we hurtle through our journey of social evolution it’s clear that while video killer the radio star. 

Netflix (online streaming) took out Blockbuster.

Given the world is becoming ever more digitised it’d not surprise me if a fully realised augmented reality won’t be too far behind and replacing what we currently know as ‘real life’.

After all, what is real?

Questions far too deep for this style of post or e to answer. 

Although one question I can help answer is this one:

How long do my videos need to be?

The context this is asked to me is regarding social media platforms in the fitness community.

While I can say these are set in stone, based on various digging, noting trends and experience what you’ll find below can help as a handy guide to get you started. 

Below you’ll find the following:

• The Ideal Length Of Video 
• Why It’s Effective 
• Example(s) & Helpful Hints 

Hopefully you’ll understand that whatever you share it will need to be of decent video quality. 

Unless truly dodgy filming is your ‘thing’ and you someone how a following that love it, you’d do well to put some time and investment into some halfway decent kit to ensure a good experience for your viewers. 

You don’t need to be James Cameron, not yet anyway.

*TLDR – skip to the end for the summary/key points.

Enjoy what is below and be sure to make plenty of notes to refer back to.

1 – Facebook

You’ve got a few options here, however 24-90 seconds is ideal length & 15 seconds for ads.

What is best to share in the time you have?

Easy as it is to say ‘something that wows people’ it’s harder to create.

You’ve got about 6 seconds to capture peoples attention. 

Using the AIDA format can help: Attention (attraction) – Interest – Desire – Action.

This can be used in all marketing and is a great tool, just FYI. 

A fitness related idea might be as follows.

A – How To Break Your 10k PB Easily 

I – What 3 Steps You Need To Take To Smash Your 10k

D – Step 1: Lighter Landings. Step 2: Elbows In, Hands Up. Step 3: Nasal Breathing 

A – Apply One At A Time, Then Combine 

^ The use of captions will also be massive as some people can’t listen.

^^ Additionally, offer an link to subscribe to a newsletter/email list for more free fit tips

As with all things you want to share content that is valuable to your target audience.

Make sure what you are saying has meaning, benefit along with value to them and ideally that it can be applied easily or the same day if possible. 

In regards to Live Streams these tend to go down well as mini-workshops/seminars (educational) and tend to favour being at least 10min in length, the top end varies depending on your personal status in the fitness industry (some last up to an hour).

2 – Instagram 

The epitome of the visual platform.

You’ll need to think about creating a consistent grid when putting your video content together.

This helps consistency and is easy on the eyes for people scrolling though and also make you recognisable, you can do this through the style of filming, colouration or branding placements.

Your average video on here would do well to be around 30 seconds in total length.

Be sure to get the message you’re trying to share across in that time, because while you can use unto 60 seconds it seems 30 is more optimal. 

In regards to IGTV you’ll find 2-10min is a good length for delivering great engaging content.

You’ve got the option to go for 60min on IGTV, however like with FB there will need to be a clear point to such a chunk of time, I’d suggest a Q&A session for your super fans & loyal followers.

This means you can build interest leading to it on a planned day with single posts or stories. 

Regarding stories you get 15 seconds per segment, 3-5 segments seems to do well per single upload to compel & inspire people, although you can go a high as you like.

Try to have a clear beginning/middle/end and don’t leave things unfinished.

A useful little system to remember is PREP – Point, Reason, Evidence, Point.

While self explanatory, here’s a example and some context.

P – Lose 14lbs of body fat with habit change 

R – Habit changes can permeant & also easy to apply, such as eating off smaller plates

E – Client testimonials (pictures, written words and perhaps sound bites was to their effectives)

P – Reaffirm your original point, plus put in a call to action via a comment/share etc

It’s also worth becoming savvy in the use of gifs, stickers, emojis, animations, interactive options etc on IG. 

People love to get involved. 

Be sure to use some trial and error to see what works best with your audience.

3 – Twitter 

I personally had a great respect for twitter because of how it made people focus due to brevity.

Limiting character to 140 was genius because it meant you had to be clear, concise and not was a single word meaning you had to truly think about what you wanted to say and the best way to say it for the most impact. 

While endless word counts can result in epic tomes, no one has time to read them these days. 

Additionally it meant people could get great info in mere seconds.

This links to the ideal video length too rocking in at 20-45 seconds for the most engagement.

Although you’ve got a 180sec total time limit on videos, once again less is more. 

Twitter videos seem to play like GIFS and since people will see them on mobiles it’s worth remembering not everyone will have their sound on, this links back to the mention of captions earlier – make sure you factor these in. 

Since people tend to be drawn in by their emotions it’s worth utilising this to communicate.

A logical fallacy used in arguments is known as Appeal To Emotion. 

While not great in discussions/arguments as its purpose is to sway people because of their humanity etc, it’s a great marketing tool because an emotive message or image can make people stop scrolling and engage with your content.

You’re not trying to dupe anyone, let’s make that clear. 

You’re aiming to have them stop and think – ‘This resonates with me in a positive way’.

Or at least resonates with people on their emotional level and can then inspire them towards positive change.

Here is an example.

Opening thumbnail of a person looking at old photos of better times being in better health, this is followed by a message surrounding lifestyle change, then a video montage of positive actions that lead to the results desired (focus on your demographic here, if it’s weight loss then show the waist shrinking and clothing getting more smaller and more flattering), eventually ending on the before/after image. 

Lastly you can offer a free download of tips and perhaps the opportunity to embark on a rewarding journey like this of their very own.

Emotions are powerful things, the connect and leave an impact fast. 

Use them wisely to connect and inspire, show people you care.

More specifically that you care about them and helping them feel great about themselves again. 

4 – YouTube 

Did you know that after the good old Google Monster that YouTube is the most visited site. 

The level of content that is on there now is truly remarkable and if you really invest time into yours that is focused/useful for the niche you’e chosen to focus on then it’s entirely possible to have a lucrative career making videos. 

Pretty neat if you ask me. 

If you plan on putting ads on YouTube then 6 seconds for bumper ads is idea with 15-20 seconds being the sweet spot for pre-roll ones.

When it comes to general videos the most engagement seems to come from short videos. 

Well, short when compared to some, this comes in at 7-15min in length per standard video. 

I will say though that this isn’t set in stone because your own niche and desired demographic will have their own preference to what length on content they want to watch. 

Personally I find that for education I’ll happily invest up to 2 hours (although not always in one go).

Typically though for me 4-9min videos seem to be the bulk of my own YouTube watching. 

Additionally these tend to be in clusters of 3-5 at a time and that’s pedal of wisdom to remember. 

The idea of the ‘video capsule’ (not sure if that’s the correct term) is one where you put a lot of high quality info into a short space of time.

You literally choose a title that is direct so that people have a choice – learn or move on. 

Usually people will watch multiple short videos in one go, thus improving your stats/views. 

Provided you put in some clear CTA (call to action) people will share what you have to say and this can lead to a boost in your following. 

Here’s 4 useful CTA’s to use both at the start and end of your videos. 

• If you like the video then please like, share & subscribe because it really doe see a favour.
• Is there any content you’d like created specifically, if so leave a comment below.
• Please do me a favour and let me know what you liked or disliked about the video in the comments, this will help me create the exact kind of content you want and love.
• Hopefully you like the content, please also do me a favour and go check out my friend XYZ, as they also share some great info that I feel you’ll like. 

One last thing on YouTube.

Choose a thumbnail that is visually appealing.

If you’re not sure what that looks like then it’s time for some research by seeking out fitness professionals that offer content you find great and making notes on their thumbnails (plus what drew you to it specifically). 

You’ll start to see what works and then can use this as a template/base for your own. 

5 – LinkedIn 

Home of the elegant professional.

Anyone who’s anyone has an account here, it’s essentially an online dossier about you, your skills and what you have to offer that is valuable to people. 

It’s an ideal site for networking and can lead to some great professional joint ventures. 

When creating videos on here I’d suggest not only sharing info that can help people solve their various fitness problems, it’s also worth creating videos for other professionals to show why they need you in their life to expand their business. 

The ideal length of video seems to be 30 seconds to 5min since high end professionals don’t desire fluff ensure you get to the point quickly and with confidence.

When it comes to live streams you’ve got around 15min to make a memorable impression.

A nice tip in regards to filming is to get  multiple angles shot at the same time. 

Provided you know how to edit them smoothly together (if you don’t then it’s a skill worth learning) then this really helps your content look slick and professional.

Maybe even hire someone to teach you these skills, it’s worth it. 

Now while this is a more professional place, you still need to capture peoples attention.

This is where understanding how a Sales Hook works is very useful.

There’s a lot of nuance to hooks, however here are some great tips that will work for creating titles, I’ll use examples that can work in a general fitness sense however the principles remain the same.

Numbers:

• 27 training methods for genuine fat loss
• 3 tips to banish belly fat for good
• 11 excellent eating ideas

Emotive Language (words):

• Effortless eating for weight loss
• Strange savoury foods that help you lose weight
• Eye watering meals that are fun & less than 400 calories

Rational Appeal:

• Lessons to leaning out without struggle
• Secrets to strip fat effortlessly
• Ideas to improve your weight loss experience

Trigger Words:

• Why you can’t lose belly fat
• How to free yourself from gym anxiety for good
• When the best time to eat post training really is

Grandiose Promises:

• You WILL lose 1 stone in 4 weeks with this….
• 6 weeks to a guaranteed deadlift PB
• Read this to never feel guilty about what you eat ever again
  

^^ Be careful with this one.

While you can make grand promises, you’ve also got to have the skill/ability to deliver on them.

6 – Snapchat 

Taking over from what was Vine this app made waves in the younger communities and allowed the evolution of communication in a very short space of time. 

At least in the sense that a message was conveyed quickly and made an impact that resonated. 

You’ll find the ideal length of video here is 3-10 seconds long, although you have up to 3min.

Creating what can be called the ‘micro-ad’ or perhaps ‘mini-message’, no idea if those are real things, however that’s just how I see them with aged eyes, it’s made a skill of cutting to the chase. 

This has also been something needed in the digital world, especially that of YouTube. 

Looking to the right hand side of an advert there is the ominous SKIP option. 

This means marketers and ad aficionados have to create something that bites within 5 seconds.  

Hardly any time at all, yet they manage to do it with a simple structure. 

• Memorable Music (or jingle, sounds evoke emotions)
• Captivating Colours 
• Pinpointed Problem(s) or something Uniquely Unexpected 
• Simple Solution(s)  

Now the first point can be something niche based on the audience as it will need to mean something to them personally. 

First you may need to lay some ground work in your other online content to build familiarity.

Think of the Diet Coke Advert you don’t need to see it to know what it is, you just need to hear it.

Suddenly you’re hit with waves of hopefully positive nostalgia.

All leading to you smiling and perhaps even buying a coke or two.

Again this Red Lorry driving across roads backlit by layers of White Snow has memorable colours.

While there isn’t so much a problem per set, it does offer value because of the benefit having a coke will bring at Christmas, typically a refreshing feeling with a smile after the first sip on every face in the ad.

So it offered a solution people didn’t know they wanted, which was to feel the joy of having a coke.

This is truly uniquely unexpected.

You see the true power of this advert, apart form its epic longevity is that it gives people a gift. 

One they didn’t know they wanted either, which is truly remarkable and has great impact. 

Plus it has a simple solution too, just go grab (or buy) a coke. 

Now a 5 second ad just needs a sound bite, the lorry & a smiling face the rest is filled in by the brains of the millions of people now getting a hit of dopamine from positive memories. 

Such a thing is a trained response, think back to Pavlov’s Dogs or research him/them if it doesn’t ring a bell. 

7 – TikTok 

Finally we’ve reached the last platform.

By now you’ve probably started to feel what the general flow is regarding video lengths.

This is no different, the ideal length of video is between 9-15 seconds for the highest impact. 

If you look back through the points above regarding music, captivating attention and all that other good stuff you’ll find it in spades on TikTok, plus one more crucial element.

Trends.

It set trends and has plenty of people using that old classic of trial & error freely and without fear. 

This is because it’s a place for exactly that, trying to stand out by doing something new.

As such it means you can literally try the weirdest set ups for gaining attention and see what gets people engaging and what doesn’t without judgment because if it’s not worth their time they won’t comment. 

Meaning even negative comments are valuable because your content was clearly enthralling. 

In the realm of fitness you’ll find a lot of quick ‘how to’ videos do very well. 

Same goes for quick meal prep, and some of the best are laced with humour too.

After all who doesn’t like to be left smiling when the video is only 5 seconds long.

One thing a lot of the best seem to have in common is the they’re not shy when it comes to appreciating what their peers are doing and will happily pinch or pilfer ideas when they’re good. 

Look at those people you follow and take note on their ads that ‘grab your attention’ 

Ask these questions:

• Why did this catch my eye
• How is it offering value/benefit
• What is this short ad doing right
• Why will you remember it

This information can be applied to your own content and potentially help sharpen it up.

You’ll find your own style and one that resonates with your niche audience, there’s no rush for it. 

Focus on spreading a good message that is useful & true, you’ve got plenty of time to grow. 

In Conclusion – 7 Tips To Summarise 

1. Keep most videos under 30 seconds 
2. Use captions 
3. Convey your point within the first 5 seconds 
4. Film from multiple angles (it makes for good stock)
5. Connect to people with emotion 
6. Set a structure to follow 
7. Always review what you’ve done and aim to keep learning 

If you’ve got any questions please leave them down below. 

Enjoy,
Ross 

The Daily Life Of A Poor PT

Walk in to any gym and you’ll see a variable roster of PT profiles on the wall 🤓

Go looking for them on the gym floor and you’ll find 2-3.

The rest are either working their second, third or day job or sat in the staff room complaining of how they struggle to gain clients.

Or that no one is interested in training.

In my experience none stop to ask this vital question 🤔

Maybe it’s my fault I’m not getting more clients 🧠

When needing to summarise what attracts clients in a gym setting these would be my 4 main considerations:

• Being Present
• Building Rapport & Relationships
• Seeking Understanding Of Member Needs/Wants
• Offering Members What They Find Beneficial/Valuable

Honestly it’s really quite simple.

If PT’s would only apply the first point above they’d gain some clients purely because of beign the first trainer someone sees.

This eventually can lead to more due to ‘social proof’.

When people see a PT always bus and with people they make their own assumptions and feel they must be worth hiring 💷

The sessions/programming doesn’t even need to be good, sadly.

It merely needs to be appealing to an emotional bias/expectation.

Take the classic goal of ‘lose weight & tone up’.

To many people this means getting hot, sweaty and feeling totally annihilated each session with cardio/met-con 🥵

You want added panache, throw in some pad work 🥊

Realistically no PT ought to ever fail by working in a gym.

It’s literally a goldmine provided you’re not totally terrible, and even then you’d still have plenty of people hire you 🤣

No, seriously, you would 😳

So what happens when you add the last three?

Good things.

Good things happen.

To build rapport and relationships all it requires is for a gym floor PT to speak to people and be genuinely interested, although why one wouldn’t be interested in other people 🤓

Learning about their needs, wants, problems and what they feel would help solve them.

All info that will have the member (potential client) build trust.

You see everyone has problems they want solved.

True enough getting to a deep emotional reason ‘why’ will truly be the arbiter of lasting lifestyle change, however in the short term it is best to work with people in a way they understand.

Many aren’t ready for a deep mental dive just yet.

The time spent learning what enthrals people will help in multiple areas.

Not just in gaining clients, it’ll help with marketing, branding, communication and much more because it provides insight into the very people that need help that are at ones finger tips.

It might be true these aren’t the people some want to work with.

However that then provides two choices.

1 – Adapt your niche/business/self to the people that need help
2 – Move to an area with a demographic that fits your niche

Both are viable options.

In my experience though too many that chase the end of the rainbow rarely find a pot of gold and instead find debt & sadness 😟

Anyway, I digress.

While it may not set your soul on fire offering the potential clients what they want, it might just do that for them 🔥

And given the majority of PT’s claim to be in it to help people, why wouldn’t that mean helping them on their terms as opposed to trying to impose ones own on them?

^^ Just food for thought.

One last point before I stop this ramble.

All of the above is superseded by this one critical element….

Application/Action 🎯

Whatever you’re going to do, or say you are, DO IT 💪

Pull the trigger because too many sit idle, waiting for ‘it’ to happen to/for them and sadly they’ll be sat for a very long time.

Of course if I say this people will come up with excuses, reasons and justification as to why XYZ can’t happen right now.

A little truth for you, so pay attention 🤓

There will always be SOMETHING that causes turbulence.

This isn’t losing, failing or whatever, it’s just life.

Many PT’s will be scared for whatever reason, and as such they will use logic to justify that fear without admitting they’re scared of making a complete balls up of their business venture.

Thus leading to inaction.

Ironic really, as that in itself causes things to crash and burn.

All be it with various logical excuses/rational that helps sooth the emotional issue at the root of it all, while also taking away responsibility from the individual 😳

Oh, incase you’ve not realised it.

I speak from experience on this because there’s been plenty of times I’ve not pulled the trigger 🔫

Once that moment is gone it’s gone, trust me it won’t come back around in the same way.

Like Peter Peter Petrelli in Heroes after losing his ‘Empathic Mimicry’, although he got something back it wasn’t the same as it was before.

Don’t fall victim to inaction of the same BS of decades past.

You’re in the unique position that there’s no need to be an original thinker.

This is because there’s many giants shoulders to stand on.

Look into what those successful have done, reach out to them and offer to pay for their time and ask them questions on thing things you NEED to do to succeed in PT and WHY those are crucial elements.

Or don’t, it’s your choice.

As Wayne Gretzky famously said:

🗣 “You miss one hundred percent of the shots you don’t take.”

Wise words to live by.

If you have any musings, experience or thoughts to share, please do so because they’re always appreciated 🤗

Enjoy,
Ross

Effective vs Efficient

Hello there,

Please answer this question:

Which aim is better in training, Efficiency or Effectiveness?

Obviously it can be both, however there is a big difference between how the two can be used and it can effect your training and the results you achieve.

Efficiency while exercising will allow you to run the furthest distance in the quickest amount of time or lift the most weight safely with the least effort, yet it might not give you much in the way of muscle gain or fat loss.

Effectiveness while exercising will help you achieve the results you’re after (muscle gain, fat loss, strength etc).

The best way to look at these two terms is like this:

Effectiveness = Gains achieved from your workout.
Efficiency = Improving your Skill (Movement) in your chosen discipline.

Effectiveness+Efficiency = Winning Things.

This concept translates over very well for sporting purposes or people who want to get stronger, what about people who just want to build muscle of lose fat?

The best way to build muscle or lose fat is to do movements safely and make them inefficient (harder).

The body reacts/adapts to things it finds hard by making you more efficient at them.

The more efficient you are at something the easier it gets and the less (potential) adaptation you will achieve.

If you’re not competing in a sport you will want to keep in mind this needs to be minimised.

This may seem confusing, although in the long run it’ll help you make more progress.

Here’s 3 tips to keep training effective and inefficient for maximal progress:

1. Choose movements that cause the most mechanical tension for you
2. Tweak training variables (volume, intensity, density) every 6 weeks or so
3. Don’t be afraid of sucking

This little summary might help you:

Effectiveness = Gains achieved from your workout.
Efficiency = Improving your Skill (Movement) in your chosen discipline.

Effectiveness+Efficiency = Winning Things.
Effectiveness+Inefficiency = Adaptation (fat loss, muscle gain, strength gain, etc)

There is a lot more nuance here, although one style of training that can be useful to get you started is the ‘100 Rep Method’, it’s quite simple because you will be working towards 100 total reps per lift.

Training 4 days per week using an Upper/Lower/Upper format, choose a weight and hit 100 reps in as few sets as possible and once you can do it in say 5 sets then up the load or change the movement variation.

Day 1 – Chin/Front Squat/Curls
Day 2 – Press/RDL/Dip
Day 3 – Row/Zercher Squats/Face Pull
Day 4 – Bench Press/Jefferson DL/Skull Crusher

^^ Easy on paper, in practice you’ll find it rather interesting.

After 6 weeks I’d suggest looking for a training block with higher intensity.

Enjoy
Ross

🎣 Want to get people buying more of your PT services? 🎣

You’ll need a good sales hook for that 🤓

Personally I think it’d be cooler to be called a – Sales Scythe.

Before going on let us first clarify what a ‘hook’ actually is.

A loose definition – A sales hook is the same as a sales pitch.

All be it much shorter in length 🤓

Once again brevity becomes the best way forwards.

It’s also a persuasive conversation starter that piques the interest of prospects and leaves them wanting more.
The shorter the pitch, the more effective, research has shown.

Ideally it’ll be linked in with your niche.

Plus something that only you can uniquely offer is a booster 🎯

Here is a short list of what can go into your hook:

* Brevity (be concise)

* Appeal to emotions

* Highlight how your product benefits the buyer

* Talk value to the buyers life, not just price

* Link to something useful & reinforcing your point such as a white paper about the latest research*

^^ When putting out marketing/adverts online.

Also keep this key point in mind 🔑

People respond to feelings and emotional language.

While your hook might have all the data to support it, unless it lights a fire in someones soul the hook will be less effective.

As with all things sales the focus needs to be on how that which you have to offer will make the customers/clients life so much better 🥇

Sadly a lot of PT’s offer a lot of foam with very little coffee.

It’s why they need a constant stream of new clients because past the surface level offering there is nothing valuable, beneficial or that will solve a perceived (or emotional) problem that clients have.

Look at the adverts that ‘grab your attention’ 👀

Ask these questions:

*Why did this catch my eye

*How is it offering value/benefit

*What is this short ad doing right

*Why will you remember it

The last question above is a crucial one.

“Why will you remember it?”

Did it have any of these elements?

(I’ll use an arbitrary boxing related example linked to pad work)

* Rhyme – Getting Fit with a Focus Mitts.

* Alliteration – Fighting Fit with Focus Mitts.

* Repetition – Focus Mitt Fitness, when you must hit your goal.

* Reversal – It takes a CEO to land a great TKO, Focus Mitt Fitness.

* Double-entendre – You’ll never forget your first good punch, and neither will they.

Take a look a memorable adverts and you’ll find the above.

Additionally to create a good hook that resonates with the people you wish to connect with you’ll need to communicate with them first by asking a lot of questions to establish what really matter to them 🤔

Don’t try to guess, simply ask and they’ll often tell you.

Give people what they want essentially.

This will translate to a headline that captures their attention.

Something like: How to lose weight & feel great, forever.

Cliche as some can sound they usually work every time 🎯

A few examples:

Numbers:

*27 training methods for genuine fat loss
*3 tips to banish belly fat for good
*11 excellent eating ideas

Emotive Language (words):

*Effortless eating for weight loss
*Strange savoury foods that help you lose weight
*Eye watering meals that are fun & less than 400 calories

Rational Appeal:

*Lessons to leaning out without struggle
*Secrets to strip fat effortlessly
*Ideas to improve your weight loss experience

Trigger Words:

*Why you can’t lose belly fat
*How to free yourself from gym anxiety for good
*When the best time to eat post training really is

Grandiose Promises:

*You WILL lose 1 stone in 4 weeks with this tip
*6 weeks to a guaranteed deadlift PB
*Read this to never feel guilty about what you eat ever again

👆 be careful with this one.

While you can make grand promises, you’ve also got to have the skill/ability to deliver on them.

A good little idea of how to combine the above:

**Number/Trigger word/emotive language + Adjective + Keyword + Promise**

Try to also have emotion laden in too for extra oomph 🥰

One final point to consider is this – Tell a story 🎭

People like stories, even short ones.

Aim to have your sales hook be concise, emotive and enthralling.

It might take some time to find your own personal flow with this and it will take a lot of practice, trial & error, however once you nail it you’ll really find a great return on your investment.

What is your current hook in your adverts/content 🤓

This can be linked to your niche, emotive message or anything unique to you.

Please do leave your comments and curiosities below.

Enjoy,
Ross

3 Ways how NOT to gain clients through social media

You’ll find a lot of info on what you need to be doing to gain clients, yet very little surrounding what to avoid.

Don’t feel bad if you’ve made/make this mistakes, it means you can learn from them. 

Be sure to make notes and fire any questions you have our way.

1 – Topics Galore 

Too many PT’s chop and change topics in an attempt to cover a broad range of potential clients. 

You might think this is a good idea, it’s not. 

There are too many doing the same, and then there’s experts in each field as well, so instead of spreading yourself thin, focus on one or two topics as the main bulk of your content and have ‘guest’ content that covers others every now and again. 

2 – Inconsistency in Your Message

Knowing exactly what you’re trying to say is crucial in building trust, brand awareness and authority.

Often you’ll find PT’s narrative changes in an attempt to keep up with the trends/fads. 

Avoid doing this as who you are will get lost in the sea of other trainers out there, know your own individual message, for example – “Real results, for real people.” – Provided by XYZ-fitness

3 – Not getting to the point

You’ll see this in many videos, articles and content online, people start with passion and fervour.

Past this point they trail off, don’t finish with any impact, call to action (CTA) or….

Conclusion:

Limit content to what you know/do best.

Know your message.

Make an impact.

Enjoy, 
Ross

👑 Archive Classics – 10 Tips for Aspiring Personal Trainers – 2021 Update 👑

We now arrive at the last tip in my 10 part series for you.

Hello there,

To recap what we have covered here is a quick summary:

– Business Tip Number 1: More money, less time. Sharing the cost of sessions with other members.

– Business Tip Number 2: Red or Blue? Peak & Off Peak prices to fill your diary.

– Business Tip Number 3: Bootcamps. Personally my Golden Goose for making P.T affordable for all.

– Business Tip Number 4: The Price of Advice. Your time is precious, charge people for it.

– Business Tip Number 5: Free Knowledge. Write a blog, send a tweet, spread your knowledge for free.

– Business Tip Number 6: Limited Space Available. Create a sense of urgency.

– Business Tip Number 7: Down Time. All work and no play make passion go away.

– Business Tip Number 8: Contracts & Direct Debits. Secure and stead cash flow.

– Business Tip Number 9: Simply Does It. Don’t baffle people with long words, there’s no need.

** Update ** 

Remember that knowledge without application is akin to not having that knowledge at all. 

Action will always precede results 🤓

I hope you have been able to get some new ideas from these posts, so now it’s time for my last tip:

Business Tip Number 10: Work Together.

The life of a trainer can be one of solitude 👤

That does not always make for the best business. 

Learning to work with other professionals that possess skills that you don’t will only help improve your annual income 💷

When you work with another trainer you can:

– Combine ideas

– Create new business strategies

– Reach a wider audience of members

– Improve your overall business

– Learn new training skills

– Increase your knowledge in every aspect of business

Don’t be jealous of more experienced trainers 🐍

Never belittle those with less experience 👎

Working with a more experienced PT will make you a better PT. 

Working with a less experienced P.T will help reignite passion.

** Update **

You can learn something from everyone. 

Even if it’s how not to do something.

Every lesson has value, keep this thought in your mind 🤓

If you use all of the tips I have given you I can honestly say that you will improve your business.

This one final sentence is one you want to write in stone – 

Knowledge is only power when applied.

Please do leave any questions you have in the comments. 

Enjoy,
Ross

Archive Classics – 10 Tips For Aspiring Personal Trainers – 2021 Update

 Archive Classics – 10 Tips for Aspiring Personal Trainers 

We are at the penultimate part of this 10 tip series.

I hope I have been able to teach something from my own personal experience.

Remember all it takes is just one little tweak and your business can go from average to extraordinary 

Today I will give you what it took me a decade to learn.

Use it well.

Business Tip Number 9: Simply Does It

When I first started out as a trainer I wanted to teach people as much as I could.

Each time I had a potential client speak to me and ask a question I would give them all the technical reasons, scientific justifications and more to answer their question 

Soon I learnt that this only confused my potential clients leaving them without answer to the question they asked.

** Update **

A lot of people buy based on emotion.

They then use logic/rational after the fact to justify it.

By all means know the science, yet sell with a heartfelt story 

It wasn’t long before frustration crept in.

Many potential clients didn’t seem to understand the answers.

What seemed simple to me left them staring in to space 

It was then I realised that they don’t need the technical answers.

All the need was for me to tell I could help them achieve their goal, more specifically the emotional need they had.

Nothing more, nothing less 

The ability to simplify your knowledge is a skill.

One that takes time to master.

** Update **

Brevity is a very useful tool.

Although some clients will love all the technical info, most just want to feel good and that PT is right for them.

As I’ve mentioned before, build rapport & listen.

When someone feels listened to and cared about they’ll be more than happy to entrust their fitness needs (& cash) to you 

The majority of the general population does not have a degree in sports science, nor do they have a basic level 2 in fitness instructing.

The simpler you can keep things the more clients you will gain.

** Update **

Not being super technical is why some newly qualified PT’s do well.

They lack the deep knowledge to confuse people.In the end the technobabble doesn’t impress clients.

If anything it just creates a divide and that is something we ant to avoid when speaking to people.

Concentrate on connection not compulsive chatter 

Here are simple answers to two common questions:

Q – How can I lose weight?
A – Nutrition tweaks, lifting weights & CV 2-3 times per week.

Q – What should I eat to lose weight?
A – Mostly whole foods such as veg, fruits & some lean meats.

Essentially you want to keep your use of language as simple as possible.

Use words your potential clients will understand.

This will help them learn, increase their basic knowledge.

More importantly it’ll make them feel more comfortable 

Learning can be difficult for people, especially when it makes them feel like a bit of a dunce and so it’s best to avoid having people feel this way.

The questions are often complex, the answers are usually simple.

Enjoy,
Ross

Tips for Aspiring Personal Trainers – 2021 Update

Hopefully after the last tip I gave you, you’re able to see the wood through the trees and planned some time off.

If not, shame on you  

Good Morning ProZoners,

Being self employed can be incredibly lucrative  

Although as quickly as the winds changes so can your business.

** Update **

Often it will seem like bad things just happen without warning.

In some cases that is true, although more often than not there was a lot of warning signs, they just got ignored.

Keeping an eye on the overall business/industry is key.

That way you’ll be able to spot trends, patterns and stay ahead.

Remember you can also look to the past to see what cropped up.

Was it truly random of when some time is taken to assess the land was it actually quite obvious of the previous collapse in business/infrastructure.

As Taka said or rather sang in the Lion King – Be Prepared  

The biggest problem in fitness is the potentially inconsistent money from month to month.

I have a suggestion that can potentially remove this worry.

The information I am about to give you can work very well.

Provided it’s applied that is.

Be warned though it can also leave people feeling trapped.

This is a tip you may or may not ever use.

However, through experience I have seen it work very well and become invaluable  

** Update **

As with all business strategies it’s to be used when needed.

Having multiple options is something needed in business.

Don’t just rely on your classic ones, learn to evolve  

Business Tip Number 8: Agreements & Direct Debits

Having an agreement is a fundamental when it comes to PT.

In them you can state what you expect from your client.

Equally they can state what they expect from you too.

This will build rapport and show you’re working together  

Additionally they will protect you & your clients.

When things are written down it makes life far easier.

They type of agreement I am describing is similar to a phone contract in essence  

Meaning a regular monthly payment will be set up.

That is the way I’ve describe it to new clients in the past.

It makes PT now seem familiar and relatable.

** Update **

You can also call these your T&C’s.

It makes setting up payment methods, training length etc tight.

Plus you can also state terms of refund, session cancellation requirements and so on.

In essence laying out everything simply so clients know where they stand  

This will mean your clients sign up for either a 3, 6 or 12 month period of personal training (Bootcamps are best month to month, therefore are excluded.).

Each client will set up a Direct Debit for the required amount.

It can be all up front or monthly to be sent to your account.

All that’s left is setting an agreed payment date.

This will guarantee a steady flow of income for several months  

Before a clients signs an agreement keep what is to follow in mind.

It’ll would be worth you listing the benefits they will receive.

People need to know what they’re getting from it.

** Update **

Ideally on an emotional level.

This is because people buy initially on emotion.

They then use logic to justify it after the fact  

A small list of what may be offered with each long term training:

• Online Support: Nutrition, Q/A, anything the client requires to aid the to achieving their goal.
  
• Free Merchandise: Hoodie, T-Short or Vest etc.
  
• Progress Tracking: Online access to their progress such as body stats, fat %, Strength progression and more.
  
• Referral Benefits: % of a fee for a client you’ve obtained as a direct referral.
  
• Etc
  

It’s worth not compromising on price, just adding more value.

If you don’t know what that is to a client, ask them what it is.

Essentially for the offer to be appealing you will want to offer a supreme package.

It must contain the very best of what you have to offer.

Ideally that is of high emotional value to them.

As mentioned above, if you don’t know what that is, ask  

Enjoy,

Ross