Tag Archives: words

It’s for them, not you

When it comes to writing about your company, you’d really dow ell not to make it all about you.
 
I know how odd that sounds, however just bear with me.
 
Take a look at any companies mission statement, or their values, beliefs or anything else of that nature.
 
You will see this word a lot – ‘We’
 
“We have the best facilities with high end equipment.”
 
“We have experts trainers in various fields.”
 
“We are basically the shit and that’s why we’re valuable.”
 
^^ This is what those kinds of messages are conveying.
 
Believe it or not this is rather common.
 
Seriously go to any business page about the company and you’ll likely see something like that.
 
You might be asking – “Is this really a bad thing? They just want to showcase their skills and all the have.”
 
While this is indeed all fine and dandy, it’s about the company and what it does, instead of trying to connect with their audience and what they can do for them.
 
In the famous words from one rather flamboyant US President.
 
John F. Kennedy – “ask not what your country can do for you, ask what you can do for your country.”
 
Your messages should more often than not be about what you can do for the person/people you’re trying to reach.
 
Writing in such a way that has them visualise themselves being a part of your community, your tribe (popular word these days), as it were.
 
Let us take a look at my two arbitrary example above once again.
 
“We have the best facilities with high end equipment.”
 
“We have experts trainers in various fields.”
 
Classics, now if we tweak them, with a couple of different words you’ll notice the massive difference it makes.
 
“You will have access to the best facilities with high end equipment perfectly suited to your needs.”
 
“You can speak to any one of our experts trainers whenever you need some help with your goals.”
 
While a tad longer the message is far more inclusive to the person and will be read by them, the individual as they can now start to picture themselves being there.
 
If we wish to keep them to one line here are some other tweaks we can make to convey the same message.
 
“You’ll access equipment suited to your needs.”
 
“You have our experts trainers to help plan your goals.”
 
It is little tweaks like these that can set your apart from the rest because of one simple reason.
 
You’re showing that you care about them (your potential clients) and it’s all about their journey and helping them, it’s not about the company itself and how brilliant it is.
 
Don’t get me wrong, the company or business may indeed be brilliant, however blowing your own trumpet before showing people you’re their to help them and care about them first is not the wisest route to take.
 
People buy from people after all.
 
Give the above some thought and if you have any little bits of scripture you want to share in the comment, please do so.
 
Will do me a favour?
 
Take a look at your current business adverts/mission statements etc, read them as a client and ask yourself this one simple question –
 
Is the company talking to me or merely about themselves?
 
Enjoy,
Ross
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A Words Worth

We do love a fancy word or two in fitness, don’t we.
 
Metabolic Conditioning, sexy.
 
Anaerobic Lactate Intervals, nice.
 
Max effort ramping to ratchet loading, tasty.
 
Super-mega-ultra-saiyan-sets, sign me up!
 
It seems the more frivolous the word of title, the more people are drawn to it.
 
Such simple creatures we are.
 
I get it you know, like the humble magpie we like shiny things that catch our eye and for all intents and purposes there is very little wrong with being dawn in by fads.
 
Well, apart from the potential impact on your wallet.
 
Looking for the next best thing, the next suck fix and miracle that will solve all your problems (for about 6 weeks) is just how it goes.
 
Promise someone the world in 12 weeks or less and you’ll have them hooked.
 
Try to compel them to accept responsibility for a lifestyle change that will have them retaining the results they achieve for more than 2 weeks and you’ll see them scarper faster than Scooby & Shaggy when they found a monster.
 
Perform kettlebell swings for 30 seconds on, 30 seconds off, 10min total.
 
^^ Pretty effective, in the rest do some active recovery in the form of a mobility movement.
 
Here is how it can be named.
 
Option 1 – 30/30 kettebell swing intervals for improving body composition
 
Option 2 – Kettlebell Metabolic Accelerator for Fat-Loss
 
If I was to post an add with a video which title would grab people attention.
 
Yep, it’s obvious, essentially they both say the same thing, just in different ways.
 
Alphabet gymnastics truly are the mark of a good salesman.
 
Give some thought to the above.
 
If you’re in the fitness industry and struggle to attract people it could be because you’re boring in their eyes.
 
Or at least not speaking the language that resonates with your potential clients in the demographic you have.
 
If you’re not sure what words they want to hear, go ask them.
 
Have some conversations and listen to what people are saying, instead of trying to tell them what you want them to hear int hew you want to say it.
 
You’d be surprised how often if you ask people what they want they will tell you.
 
Well, in so many words you might say.
 
Enjoy,
Ross

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