Active Voice Fitness Writing & Marketing

What Has Your Blog Done for You Lately?

2011-03-09T12:05:00.000-08:00

When it comes to writing magazine articles, I'm pretty motivated to get the job done - there are deadlines, editors' expectations, readers' expectations and, yes, a paycheck waiting in the wings.

When it comes to blogging, however, motivation is sometimes harder to come by. There are no deadlines (unless self-imposed), no expectations from editors and no paycheck.

But there are expectations from readers, and that's a huge incentive. When you receive comments, Facebook likes and interaction on a post you've written, doesn't it spur you on to blog more? And when you pick up a client or career opp from your blog, it's a nice confirmation that, hey, this blogging thing might be working out.

Trouble is, it takes time to get on a roll. I've been posting to FitnessWriter.blogspot.com for years, but I've also launched a newer blog called FitnessTestDrive.com, where I try out and blog about fitness equipment, gear, DVDs and apps.

Fitness Test Drive reminds me what it's like to be the new kid on the blogosphere block.

It's tough out there, folks - you've got to build up a readership, outright ask people to tweet your post and push for comments. I get why blogging newbies lose motivation quickly, and I won't deny that my interest has waned on occasion, too.

During one of those times, the strangest thing happened.

One day, I pondered about how to boost my blogging motivation. The next day, I got news that Fitness Test Drive was a finalist in the Best Health Magazine Blog Awards. (Want to vote? Fitness Test Drive is under the "Get Healthy" category.)

Bam! I was back in the game.

I realize that an award nomination is not the most typical way to muster motivation. But it does reinforce what I've always said about blogging: You've got to have a blog to benefit from it. And, most importantly, your readers will benefit from it.

Blogging does open the door to a myriad of opportunities and connections for you and your readers - do you agree? Has it happened to you?

In closing....I'm not going to beg or anything, but would you please, please, please vote in the Best Health Blog Awards (and preferably for my blog). You'll find my blog Fitness Test Drive in the "Get Healthy" category on the voting page.

Have You Ever Hesitated to "Like" on Facebook?

2011-01-17T16:13:00.000-08:00

I like that Facebook is all about "liking."

And it's clearly on purpose that there's no "dislike" button, although sometimes I think a word other than "like" might be more appropriate. For example, someone posts bad news ("Wow, my fave trainer just got fired for indecent exposure"), and others respond with a "like" when what they really mean is, "Hey, man, I feel your pain."

I like "liking" because it's a mini show of support or a virtual smile/laugh. It's Facebook's version of two thumbs up.

But I always pause before tapping the "like" button - do you?

If you've ever Facebook-liked, you know that it means an inevitable onslaught of off-the-cuff comments and inside jokes from friends of friends about whatever you've liked.

And I don't like it. I prefer to "like" and be done with it.

Then again...

I'll be the first to admit that I beam a little on the inside when I notice the "likes" and comments tallying up on a post I've dropped into Facebook. It's nice to be recognized, even if it's just a fleeting, virtual nod.

And that's what Facebook is so good at: Shamelessly exposing that we all like to be liked.

So when I'm at a party listening as non-Facebookers wave away the social network for being a waste of time, I nod with as much understanding as I can muster. You know what, it's not for everyone...

But I log onto Facebook as part of my job. It gives me instant access to a network where I can cheer on a colleague or friend, encourage professional recognition and motivate fitness participants to exercise - all with that ubiquitous "like" link.

And if I can make someone feel appreciated with a little "like" here and there, my time has been well spent. (Even with the thread of Facebook messages that's sure to follow.)

What's the motivating force behind why you "like" stuff on Facebook and around the web? Or do you dislike "liking"?

Fitness Blogger Boot Camp

2010-11-24T22:35:00.000-08:00

Between baking sugar cookies for my kid's kindergarten class, slapping together tonight's dinner (tuna sandwiches) and finishing off a client's bio, I blog.

Honestly, right now I'd rather be flaked out on the couch like that guy in the photo above.

But I'm blogging because I said I would.

It was one of the last things I talked about in my session on fitness blogging at the Can-Fit-Pro conference in Vancouver.

I said something like, hey, let's all sign up for a blog or post to our existing ones THIS WEEK! It'll help set the stage for a lifetime of happy, healthy fitness blogging.

So here I am. And, yes, this post does have a point.

My "let's all blog!" declaration reminded me how much it helps productivity to have someone relying on you for something specific. That's how I get my fitness articles written - I've got editors expecting them from me by a certain date.

If you're really stuck at the point of perpetually intending to blog without ever doing it, try this: Tell your most valued fitness clients that you're about to blog on X topic and you'd love their opinions on whatever you write about.

There. Now you have a reason to blog.

A deadline.

And a pre-established audience.

That should whip you into blogging shape.

Point made. Can I go lie around now?

P.S. Kudos to Mia Sutherland and Josh Neumann (both in my Can-Fit-Pro fitness blogging session) for following through so fast on that "blog this week" pact. Inspiring! If you blogged in the past week, let me know with a comment here and I'll comment back on your blog.

That's Not a Blog Post!

2010-10-25T13:46:00.000-07:00

The photo above cracks me up. I imagine a bunch of people without a lot of exercise experience saying, "Hey everyone, let's take some fun fitness-y shots now!" And what we get are silly pink mini-weights (the kind known to set me off on a rant), leg warmers (and are those wrist warmers?) and fake fitness poses that don't resemble actual exercises.

But whatever. At least they make fitness look oh-so-carefree.

The "fake fitness" photo reminds me of how fitness pros might view blogging at the onset.

With the benefits and popularity of social media, a lot of marketing experts and fitness pros insist that you've got to have a blog. But that kind of advice tends to drive me crazy because the result is fitness pros--and, yes, major fitness companies--rattling around online with a blog that, frankly, doesn't feel or look very "blogg-y" at all. Its posts are as "fake" as the cheesy poses in that photo above.

Take the several fitness companies I can think of off the top of my head whose idea of a blog is to drop previously published articles into a post and call it blogging. ("Hey everyone, we've got a blog up and running! That wasn't so hard.")

Is it so wrong of them?

Maybe not. But when the article is written in boring academic language and appears as one 1,500-word block of text, then, yeah, it's veering away from the essence of blogging.

I can't authoritatively say all that a blog is, but I know what it probably shouldn't be: impersonal, dry, a copy/paste job from another publication, longer than my Master's thesis...

That's why when someone suggests that people who don't get around to blogging are just plain lazy (as did a commenter in my previous post), I get to thinking about blogging as an exercise in being thoughtful and informed, not just prolific.

Without considering the craft involved, blogging becomes about as effective as flailing around a couple of one-pound hand-weights and calling it a workout.

Don't you think?

FOR MORE ON FITNESS BLOGGING AND HOW TO DO IT: Come to my session, Sunday, November 21, at canfitpro Vancouver, Session 3211 (10:30am-12:00pm), Blog Your Way to Fitness Business Success.

Fitness Blogging: Time Well Spent

2010-10-12T12:03:00.000-07:00

Why You Do Have Time for a Fitness Blog

When it comes to fitness blogging, I hear a lot of excuses from fitness pros about why they don't do it.

The primary reason?

"I'm too busy. I don't have time to blog."

I heard it back in September at the BCFIT '10 conference in my session on fitness marketing with social media.

I'll probably hear it again in November, when I present on fitness blogging at canfitpro's Vancouver conference.

It's just an excuse, though, and here's how I know: I have the same problem. I don't blog every week (or even every month sometimes--oops).

And why not? Uh, I don't have time?

Meaning: When I'm not on deadline with an article or writing/editing project, I manage to find other things to do instead.

Like Facebooking. Or chatting with a colleague on the phone. Or catching a movie (last night it was Canada's own FUBAR II).

Isn't it the same excuse people use for not exercising?

No time. Meaning: They don't feel like using the spare time they do have for working out.

As for blogging, here's why it makes sense to at least set up a blog so it's there when you can get to it.

Blogging and other online pursuits (Facebook!) are part of the new way to market fitness. The old way is setting up a brochure-style website then ignoring your online presence.

If you're a fitness pro, what do you tell clients about how to carve out time for exercise? Could any or all of those strategies work for your own blogging pursuits? Whether you blog or not, share your tips and ideas here!

Now if you'll excuse me, I've got to get back to Facebook.

For more on jump-starting your fitness blog, come see me on Sunday, November 21, at canfitpro Vancouver, Session 3211 (10:30am-12:00pm), Blog Your Way to Fitness Business Success.

Writing Web Exclusive Articles for Popular Magazines (Part 3 of 3)

2010-07-17T19:51:00.000-07:00

At last! Here's the final post in a 3-part series on how setting your sights on a magazine's website instead of the magazine itself can help you succeed with writing articles - fitness-related or otherwise.

To get answers about what web exclusives mean to writers, I turned to in-the-know web editors from three major Canadian women's magazines: Best Health, Chatelaine and Homemakers.

They weigh in on my third question below. Or, you can head on over to Part 1 of this series here, and Part 2 here.

Is it easier or harder to break into writing web exclusive pieces for top women’s magazines?

KAT TANCOCK, senior web editor at Reader's Digest, former web editor at Best Health and Canadian Living and blogger at Magazines Online.

KT: Just like with print, web editors often already have a stable of writers that they are used to working with - and you need great ideas to break in. And web editors have a lot less editing and fact-checking resources and therefore are pickier about receiving publishing-ready copy.

However, because the pay tends to be lower, web editors are often more likely to take risks with new writers. And remember, a lot of established print magazine writers have few to no web skills, so if you're a new writer that excels at web writing, that will give you a leg up.

VANESSA MILNE, editor of Chatelaine Walks and former assistant editor at MochaSofa.

VM: I believe it’s easier to break into writing for the web; the pay is worse (although, in my opinion, fair, since there’s often not a second draft, the stories are shorter, and the pieces aren’t fact-checked) and there’s less competition.

That said, like print, most people have a roster of reliable writers they use. Good pitches are the key, I think – tailored pitches, to the magazine’s readership - as well as persistence in following them up. (Asking the editor which sections need articles never hurts, either.)

And good writers are hard to find: People who submit well-researched, clean copy that reflects the assignment letter, on time, and do second drafts and answer questions nicely and quickly, will inevitably be used again.

JENNIFER MELO, web editor at Homemakers.

JM: It can be easier to break into web writing because it’s still a relatively new market — that means many established writers haven’t saturated the online writing market. They’ve built up their contacts in other traditional media and may tend to stick to the contacts they’ve made rather than querying new online publications.

On the flipside, it can be difficult to break into web writing because the online market is still proving itself as revenue-generating medium — that means editorial budgets for web content can be tight and online editors have a limited number of assignments to go around.

Futhermore, online editors aren’t typically working with a large team of staff and may be especially selective about assigning to writers who can be counted on to turn in publish-ready web content.
......................
What's your take? Do you write web exclusives, or want to give it a shot? What do you see as the pros and cons of this new avenue for magazine writing?

Writing Web Exclusive Articles for Popular Magazines (Part 2 of 3)

2010-06-15T14:17:00.000-07:00

Looking for a new way to make money and get your name out there as a writer? Try web exclusives: short (400- to 800-word) articles that only appear on a magazine's website, not in the print version of the magazine.

Recently, three web editors from major Canadian women's magazines shared their advice on breaking into and writing web exclusives. The editors:

KAT TANCOCK, senior web editor at Reader's Digest, former web editor at Best Health and Canadian Living and blogger at Magazines Online.
VANESSA MILNE, editor of Chatelaine Walks and former assistant editor at MochaSofa.
JENNIFER MELO, web editor at Homemakers.

Here's Part 2 of my interview with the above editors. Missed Part 1? Go here.

What are your tips for writing web-friendly articles for women’s magazines (i.e., what format works best, SEO considerations, web-friendly packaging, etc.)?

TANCOCK:

1. Stay on track. Don't meander off the point of your article.

2. Be literal. The web isn't the place for overly creative headlines.

3. Visualize your piece on-screen. Will it be easy to read?

4. If you know SEO, include it in your pitches and point out your keywording to your editor. (If you don't know it, consider picking it up.)

5. Suggest related links from the site you're writing for. (This will impress your editor.)

6. Stay within word count. If you write 1000 words instead of 600, your editor will just have to cut - or they'll turn your article into two.

7. Include links for interview sources (i.e., if you interviewed a dietitian, give your editor a url for their site if they have one).

8. Use (clear and understandable) subheds and don't be afraid of bullet points and numbered lists. Titles that start with numerals are immensely clickable.

9. Spell-check and proofread your work. Few web teams have copy-editors and it will just annoy your editor to have to fix obvious mistakes, like sloppy cut-and-paste jobs. (Although this is true for all writing.)

MILNE: Online, people read differently, scanning for relevant information rather than reading stories start to finish. It’s important to have clear subheads or steps to every story – and nothing too punny or vague - so readers can find the paragraph or point that interests them quickly. That also helps with SEO, as does writing very straightforward headlines that clearly state the point of the article (that also helps when the reader does a search, and a list of headlines show up.)

Linking to other articles in your own site (we often do it with Chatelaine recipes in health) is also helpful. I think the most important thing is the same as writing or pitching the magazine, though – to have a good sense of the readership of the magazine, what those readers would be interested in, and where the story would fit. (I get a lot of story pitches that just aren’t Chatelaine, for example, about exotic travel, etc.)

MELO: Keep your lead short and engaging and make sure the purpose of your story is clear early on in the piece. Your body copy should be solutions-oriented and conversational (helpful and friendly). Hyperlink to strong sources of additional information and ensure appropriate keywords are used throughout to help readers find your story via search engines.

Favour clear, simple words the average reader would type into a search engine rather than ambiguous words you think are clever. Write “3 best ab exercises” rather than “Ab fabulous.” Reasoning: A reader who is looking for ab exercises probably wouldn’t type “ab fabulous” into a search engine. Writing “ab exercises” helps readers to find your content but it also helps your writing to remain more conversational and appealing to the most expansive readership.

Stay tuned for Part 3.

Writing Web Exclusive Articles for Popular Magazines (Part 1 of 3)

2010-06-02T13:03:00.000-07:00

Web Exclusives: A New Gig for Freelance Magazine Writers

With the web being where people go first for information--and talk in the magazine industry about how it will survive in the coming years--the opportunity for freelance magazine writing has expanded to include web-only articles.

Magazines used to throw whatever content was in print onto their corresponding website (offering writers a small or no fee for additional online rights). They still do that, but now there's more opportunity online.

Web editors are also hiring freelancers to hammer out web exclusives--short, SEO-minded articles that only appear online, not in print.

I've been writing a lot of them.

The upside? They're quick to write, and getting these assignments can be less "fuss" than the usual process for receiving print assignments.

The downside? The pay--the per-article rate for web exclusives is less than what you get for print (but going back to the upside I mentioned, the pay can work out to be a decent enough hourly rate).

I caught up with three web editors at major women's and lifestyle magazines in Canada who generously agreed to share the scoop on writing web exclusives:

KAT TANCOCK, senior web editor at Reader's Digest, former web editor at Best Health and Canadian Living and blogger at Magazines Online.
VANESSA MILNE, editor of Chatelaine Walks and former assistant editor at MochaSofa.
JENNIFER MELO, web editor at Homemakers.

In this three-part series, I'll post each editor's response to three important questions about web exclusive content on magazine websites and how it can help you succeed at freelance writing.

Here's Part 1.

How is web exclusive content generally different from content that appears in the print magazine first?

TANCOCK: Readers online are generally looking for quick fixes and easy solutions, rather than a "good read." Therefore web content needs to be a lot more to the point.

Also, most people find reading on-screen more tiring than reading on paper, so web content needs to be oriented toward that experience: this is why bullet points, shorter paragraphs, frequent subheds and selective bolding within paragraphs is often used.

Finally, the web is, well, a web: articles don't appear in isolation. It's important to make use of the web by cross-linking, both within the site and to other sources. For instance, in a nutrition article that discusses sweet potatoes, we would add a link to some sweet potato recipes; or, in an article on the importance of strength training, we would cross-link to some arm exercises.

MILNE: In my experience, web-exclusive content is shorter and snappier: under 500 words, often lighter in tone (quizzes, lists, how-tos or recipes), and, above all else, something that you might Google.

The subjects are also different. At Chatelaine, much of our online content is health and recipes, and there’s less style, etc.

Oddly, online is often written in a more “evergreen” style, since it’s not often dated and normally stays in the archives. In terms of art and display, there are far more stock photos online than there are in the magazine, and the display tends to be more straightforward.

MELO: Web exclusive content needs to be more concise and more easily scanned than magazine content.

Subheads, bulleted lists and bolded words for emphasis work best for easy scanning for the web reader. Be clear, concise and compelling. Always serve the reader first.

Up next: Stay tuned for Part 2, where I'll post our editors' responses to my next question: "What are your tips for writing web-friendly articles for magazines (i.e., what format works best, SEO considerations, web-friendly packaging, etc.)?"

Learn to Blog: Three Books Show You How (Part 3 of 3)

2010-04-29T11:26:00.000-07:00

The American Society of Journalists and Authors (ASJA) asked me to review a handful of books on blogging.

Here's review number three (review one: Problogger; review two: The Huffington Post Complete Guide to Blogging).

Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers. By Robert Scoble and Shel Israel, John Wiley & Sons, 2006, 251 pages, $24.95.

If your corporate clients are having trouble seeing the value of hiring you as a blog writer or consultant, consider citing one or more of the case studies in this book.

Naked Conversations is all about convincing businesspeople why they should blog. The authors (Scoble runs the enormously popular Scobleizer.com) use real-life examples to illustrate the business-related benefits of good blogging and the perils of bad blogging.

While some case studies went into more detail than I needed (Microsoft: I’m glad blogging helped you elevate your public image), I particularly liked the chapter on why blogs go wrong. For example, inauthentic blogs cause companies to quickly lose credibility among customers online. I’m glad I missed the McDonald’s Lincoln Fry blog, which the company quickly canned after members of the blogosphere labeled the blog about a French fry resembling president Lincoln as incredibly lame.

This book reminds readers that blogging is two-sided communication, where businesses engage and respond to customers compared to the traditional marketing model of talking at people.

Use the lessons in Naked Conversations to both build your own blog community and help your corporate clients create a more meaningful and powerful connection with their customers.

Also reviewed: Problogger: Secrets for Blogging Your Way to a Six-Figure Income (I hear they just came out with an updated edition.)

Also reviewed: The Huffington Post Complete Guide to Blogging.

Learn to Blog: Three Books Show You How (Part 2 of 3)

2010-04-08T10:11:00.000-07:00

My previous post explains why I recently reviewed three books on blogging for the American Society of Journalists and Authors (ASJA). Here's book review number two.

The Huffington Post Complete Guide to Blogging. By the Editors of The Huffington Post, Simon & Schuster Paperbacks, 2008, 230 pages, $15.00.

Sure, this book offers helpful hints on what to blog about and a Glossary of Blogging Terms (troll: “a disruptive commenter bent on making trouble on a site”), but it stands out as the most entertaining of the three books I reviewed, partly because it contains actual blog posts--political rants, funny observations--from the famed HuffPost.

The book also points to multiple examples of how blogging has advantages over mainstream media because of its immediacy (instant publishing), shared community, personal nature and platform for covering or uncovering stories that mainstream media ignores or, even better, doesn’t know about.

While this book offers basic advice for launching a blog, there’s not much detail on the nitty-gritty technical side of actually getting started and running a blog. Instead, pick up this title for an enlightening, entertaining and inspiring look at how the blogosphere is reshaping the media, and why you should start or keep blogging.

Also reviewed: Problogger: Secrets for Blogging Your Way to a Six-Figure Income.

Up next: Naked Conversations: How Blogs Are Changing The Way Businesses Talk with Customers.

Learn to Blog: Three Books Show You How (Part 1 of 3)

2010-03-23T07:52:00.000-07:00

Blogging is becoming increasingly important—and profitable--on the internet landscape, where anyone can publish anything, anytime. Successful bloggers even get book deals!

If you want to be part of the blogging revolution, get on board with these three hallmarks of successful blogging: Learn to write well (and regularly), hook readers and shape a story (or post).

In addition to the Fitness Writer blog you're reading, I also blog at Fitness Test Drive. And I'm now steering my freelancing services toward blogging on magazine websites and helping corporate clients thrive in the increasingly competitive blogosphere.

To that end, I agreed to review three books on blogging for the American Society of Journalists and Authors (ASJA), of which I'm a member.

The three blogging books I reviewed dole out much of the same advice:

blog often,
make it about the conversation,
build your posts around authenticity, and
encourage and respond to commenters.

However, each title tackles blogging from a different angle. Here's my take on Problogger, with two more reviews to come.

ProBlogger: Secrets for Blogging Your Way to A Six-Figure Income. By Darren Rowse and Chris Garrett, John Wiley and Sons, 2008, 220 pages, $24.99.

Problogger is a useful resource for blogging newbies who want to learn the nuts and bolts of getting started. For example, the authors cover which blogging software to choose (they favor self-hosted Wordpress, no big surprise), how to write effective blog titles and how to measure--and boost--a blog’s success. This book even includes html code for customizing a blog template.

What about the promise of a six-figure income? Realistically, I’m not sure how many “secrets” in this book would lead to a six-figure revenue stream for most bloggers. But the book covers how to monetize your blog through direct and indirect means, such as selling advertising space and freelance blogging.

Plus, if you’re serious about making money, you can join a blogging network or sell your blog (I had no idea you could “flip” blogs like people “flip” houses!).

Problogger is the kind of resource you want on your desk as you muddle through setting up a blog for the first time or stare at your computer screen wondering what to blog about (reading the section on 20 types of blog posts can help).

Up next: My reviews of The Huffington Post Complete Guide to Blogging and Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers.

Fitness Marketing: A Lesson in Originality from the Vancouver Olympics...eh

2010-02-23T14:39:00.000-08:00

With the 2010 Olympics in full swing, there's a party happening here in Vancouver. The downtown streets are packed, and it looks as if every second person is wearing one of those CANADA hoodies from The Bay. If not the hoodie, then the oh-so-cute maple-leaf mittens.

In addition to Olympics fashion, we Canadians celebrate every medal with extreme excitement and even surprise. That's because it's not a national given that we kick butt and dazzle the world like some other countries do (hi, America!).

That's What I'm Talkin' Aboot
It's interesting to see your country and city through the eyes of those who are watching the Olympics on TV from afar.

Amid the international party here, it's more ridiculous than ever when people drudge out the same old tired Canada jokes. It sounds funny when we say "about." (What aboot it?) Canadians are polite with good manners. (No shit.) We've got Canadian bacon. (Yawn. How is Canadian bacon different from regular bacon anyway?)

What does this post have to do with my blog's theme of fitness writing, marketing and publicity?

Well, I'd like to make one mild-mannered suggestion: Be careful not to fall back on lame cliches with your marketing and publicity endeavours.

Ensure that whatever idea or concept you're promoting to others--whether it's in a brochure or a publicity pitch--is as fresh for them as it is for you. Otherwise, your efforts come across as uninspired as a Canadian-bacon joke.

And if you really want to poke fun at Canadians, razz us about our national adoration for Tim Hortons coffee. Or how curling works.

Is Your Blog Really Promoting Your Fitness Business?

2010-02-05T10:04:00.001-08:00

I just launched a new blog over at FitnessTestDrive.com (my first self-hosted Wordpress blog!), where I review assorted fitness products, such as books, DVDs, clothes, gadgets and gym equipment.

I thought I had my goals for setting up the blog all sorted out until I got an email that stopped me in my tracks.

Just after I'd written the About page for Fitness Test Drive, a blog post landed in my inbox from Copyblogger. It made me kick myself for overlooking such an important and obvious element on my blog.

I forgot that I had a business first and a blog second. Oh yeah ...

I'd been focusing pretty heavily on the blog's design (the green header looks good, eh?) and what kind of writing style to use. Along the way, though, I'd forgotten to reinforce what I wanted this blogging endeavor to ultimately accomplish.

Fitness Test Drive is meant to share vital information--in a lighthearted tone--about the scores of fitness products on the market. It's there to help fitness consumers and fitness pros cut through the hype and quickly size up what's new.

From a purely business perspective, however, one of the driving goals of Fitness Test Drive is to build on my platform as a fitness authority and writer. Why? To generate more interest in what I offer as part of my "real" job: magazine writing, book authoring, consulting, ghost writing/blogging, fitness presenting and instructing.

After reading the advice in "Could Your Blog Be Ruining Your Business?" by James Chartrand, I quickly logged back into Wordpress and sprinkled in a few "nudges" toward hiring me, as the author suggests.

What about your blog? Is it clear to readers what products and services you're in business to sell? What techniques do you use to communicate that information to readers?

If you're ready to get a blog online (or you have one but you're not sure how to make the most of it), send me an email. I offer consulting services for new fitness bloggers and ghost writing services for reluctant bloggers.

My Life As a Ghost (Writer)

2010-01-15T10:03:00.000-08:00

My name is Amanda Vogel, and I'm a ghost writer.

Ghost writers are called ghost writers because everyone is supposed to pretend the person (often a celebrity) with his or her name on the cover actually wrote the book. The real author is invisible.

Psst, see that book pictured above, Transformative Yoga? I wrote it.

My friend Wade Morissette is cool and laid-back, so he lets me tell people I wrote his book for him. He instructed me on what to put in each chapter, and I made it sound all pretty. Add his sister Alanis's foreward to the mix, and you've got a rockin' little yoga book!

"What's In It For Me"?

My friends and family don't fully understand why I'd write a whole book just so someone else can get the credit for it. Well, I didn't do it for free!

But apart from that, it's fun--and, I think, necessary--for self-employed people in particular to test out new career opportunities.

It keeps things fresh, fun and moving forward.

For example, being Wade's ghostwriter means I've asserted myself as a member of his entourage to all book-related gigs.

There's the time I tagged along to Raincoast Books, Transformative Yoga's Canadian distributor, where one of my fave authors David Sedaris also happened to be that morning (a surprise to me). I met Sedaris and scored a signed copy of his new book When You Are Engulfed in Flames. Sweet!

This week, I invited myself to the set of Shaw TV's Urban Rush, where Wade sailed beautifully through his guest appearance on the show and I got tips for how to advise fitness pros on TV-related publicity (a future blog post).

Back in the green room at Urban Rush, I helped myself to an unreasonable number (for a fitness instructor) of butter-based pastries and reflected on what I'd learned from my ghost writing experience. Maybe these thoughts apply to your career, as well.

Expect the Unexpected
Every new career move has the potential to lead to other perks and opportunities you might not have predicted but fully enjoy. It's good to avoid always expecting the same outcomes at work.

Enjoyment Is In the Experience
I enjoy making money and getting recognition. I really do. However, the very best career opportunities are made of more than that, yes? They're fun. They're unique. They're exciting. They're an experience, not just a job.

Your Success Lies with Others
The measure of your success isn't solely about what you do for yourself. It's how you help others to be successful alongside you. Fitness pros who assist clients with becoming fitter and healthier experience this kind of success every day.

As for Transformative Yoga, Wade has a cool book, and I've got a new job skill and a signed Sedaris book. Everyone's happy. Are you? What has helped you be successful in your own career?

How the Web Helps You Break into Fitness Writing

2009-12-09T12:07:00.000-08:00

Editor Lisa Tant's blog post over at Flare magazine got me thinking about when I was first trying to break into writing health and fitness articles for pay.

It seems easier these days to connect with editors (and hopefully charm them with your brilliant ideas and pithy writing). Plus, with today's web tools, you can put your writing in front of an audience any time you want to--no need to wait for an article assignment.

Here are three ways to use web technology for breaking into writing fitness articles that pay.

Blogs. Way back when--like, you know, 5 or 10 years ago--if you wanted to prove to an editor you could write, you had to first somehow get published in the print media. Then you'd photocopy your prized article and snail mail it around.

Now blogs let you create your own publishing platform and, if you go about it the right way, an audience of interactive readers.

Of course, blogging isn't a direct money-maker for most people. But if your posts are decent, they make good writing samples that could lead to paid assignments in magazines, on websites, on other blogs and even--and here's where you've got to be a real superstar--a book deal.

Plus editors have blogs too! You can and should read editors' blogs and comment on posts--it helps build a friendly rapport and keeps you in the loop about what's on their minds, which could help you write more targeted queries.

Web Exclusives. Magazines used to simply throw whatever articles were in the print magazine onto their website. Now a lot of big-name magazines are developing web-exclusive content--articles you can only find online, not in the magazine.

Sometimes you can sell an article to a magazine's website even when you're not having any luck with the print mag. (Did I mention I recently got my first assignment at More.ca?)

The downside for writers is that web-based articles generally pay less than what you can nab for a print article. BUT ... a lot of editors offer this silver lining: The editing process is less "picky" with web exclusives.

For one thing, there are no revisions as far as I can tell, so the per-hour rate is pretty decent. Count me in for more web exclusives!

Twitter. I love that I get a glimpse into the personal and professional lives of editors through their Twitter updates. I love that I can find out what stories a magazine is working on from an editor's tweet looking for sources. I love that I can @mention or direct message (DM) editors, engaging in a funny discussion or sending a friendly hello. And I love that editors respond on Twitter!

Have any of the above tactics worked to help you network with editors and/or score writing assignments? Write a comment to share your experience.

Permalink to this post.

For more info about breaking into writing for magazines and websites, check out How to Write Winning Queries: Get your articles published for profit and promotion as a health/fitness writer and expert.

IDEA Writer Weighs in on The Biggest Loser Discussion

2009-09-24T12:35:00.001-07:00

Behind "the Making of" The Biggest Loser IDEA article

The article I wrote for IDEA Fitness Journal on The Biggest Loser is getting attention. A number of media outlets have picked up the topic (they're going with variations of the headline "why fitness pros criticize The Biggest Loser").

Last time I checked, AOL Health had 202 comments to a post about the IDEA piece.

I suppose it's time for me to weigh in on my own article.

I won't rehash what's already out there. Instead, consider this a behind-the-scenes look at The Biggest Loser IDEA article.

Here are six observations I made before, during and after writing about why some fitness experts question what they see on NBC's The Biggest Loser.

OBSERVATION 1. There's a wee disconnect between the fitness industry and the general public about what endorses a fitness expert to be a fitness expert.

Is it a high profile? Products that sell well? Current certifications? How much a trainer cares about clients? How a trainer acts with clients? Opinions vary, and what counts for one person might not hold weight for another.

OBSERVATION 2. A lot of Biggest Loser fans defend the show on blogs by saying the industry sources quoted in my article are overlooking one important point: The Biggest Loser is television, not real life. Duh! I think we're all clear on that, thanks.

It's television that has a very real impact on the perceptions, practices and expectations of SOME viewers. And those viewers might come to our gyms, fitness classes, boot camps and training sessions.

If it's true that people are inspired by a television program, why can't they also be influenced by what they see on that TV show?

OBSERVATION 3. This is just a hunch: The Biggest Loser isn't used to press that isn't bend-over-backward full of praise. This might be why some fans of the show don't understand it when fitness pros get all worked up over details like industry certifications and trainer conduct.

OBSERVATION 4. It seems like some fitness pros who've formed a negative opinion about The Biggest Loser refuse to see anything remotely good about the show. Come on, just try.

OBSERVATION 5. Parts of the fitness industry have stuff to work on, too, and this has nothing to do with The Biggest Loser or its trainers. I mean, when you make false promises over and over, it draws considerable attention to whatever you're trying to skirt around. (See: sidebar, page 35.)

OBSERVATION 6. Hats off to The Biggest Loser folks who spoke to me for the story. We're talking about a blockbuster show from a major television network, and here I am a reporter (in Canada, no less!) from a membership-only fitness trade magazine. (Of course IDEA is an important, respected association, but it's not Entertainment Tonight.)

When I wanted to know why the trainers yell so much, Bob Harper called and gave me an answer!

I told executive producer Mark Koops how some fitness pros accuse The Biggest Loser of being "an embarrassment to the fitness industry"; some say it's "dangerous." That's harsh criticism! Yet, Koops spoke respectfully and candidly as he defended the show.

The Biggest Loser folks could have easily brushed me off! Actually, one of them sort of did, but thankfully, everyone else chose to engage in the conversation.

What About a Second Chance?

In case it wasn't clear in the last section of my IDEA article, I think The Biggest Loser could learn from the fitness industry in terms of how it depicts exercise and trainer conduct.

Likewise, the fitness industry as a whole could learn from The Biggest Loser in terms of how the show inspires people to get moving.

What do you think? Do any of my observations stand out?

Permalink to this post.

Fitness Photos, You Let Me Down (One Woman's Blog Rant)

2009-09-11T12:08:00.000-07:00

I've been a fitness pro for 16 years, and I'm done with teaching just regular group exercise classes for just the regular group exercise wage (read: too low).

Personal trainers are out there with group training and boot camps and enjoying a higher profit margin. Now I'm doing the same, but with group exercise.

So as I market two new revenue-generating fitness events this Fall - one's a 6-week circuit interval program for gym members, and the other's a step/strength workshop for fitness instructors - I'm thinking about that old cliché, "A picture is worth a thousand words."

I'm a writer, so you know I love words, but I also recognize the value of using carefully selected, targeted images in fitness blog posts and fitness marketing material.

To that end, I logged onto iStockphoto.com to download a couple of fitness shots.

It's at times like these that I'm glad I have a fitness blog so I can rant about this irksome fact: A lot of fitness images of women are so ... hard to love.

I want a photo that pushes emotional buttons but looks cool to fitness folks and doesn't disappoint those of us who are way beyond stereotypical, outdated advertising images.

Dear iStockphoto, here's what I don't want (and what, unfortunately, you've got a lot of):

Scrawny women who appear to have never exercised, gazing either seductively or passively at a couple of hand-weights that they clearly have no intention of ever lifting.

Modern, fit-looking women waving around pink, Barbie-sized dumbbells.

Women exercising with cringe-inducing form (note: lunges don't involve hyperextending the spine so the ribcage juts as far forward as possible).

People lifting weights wearing socks, no shoes.

Did I miss anything?

Sure I rant, but I still heartily recommend iStockphoto.com.

One of iStockphoto's newsletters includes free downloads, which is how I get a lot of the images I use on this blog - at no cost. (They're not usually fitness photos, but with creativity, you can still make them work for a fitness blog.)

Other places to get free photos:

Morguefile.com

Flickr.com (check the Creative Commons section)

Anyone else have tips about where to get budget-friendly images for a fitness blog and fitness marketing?

Blogging is Like Exercise. How Often Do You Do It?

2009-08-31T12:11:00.000-07:00

I just got a delivery of two books about blogging for a roundup review I'm writing for the American Society of Journalists and Authors (ASJA). (I'll post the review here, too.)

I love blogging, but maybe I don't do it as often as I should. Actually, I'm not convinced that I should be blogging to some set schedule. When I write blog posts on assignment for other people or magazines, I meet my deadlines of course.

But for my blog? I post when it makes sense.

How often you blog probably depends on who you are and why you blog. If you even do it at all ...

As a fitness writer and presenter, I encourage fitness pros to use social media like blogging for marketing purposes.

"Just do it!" I say. "Start a blog!" People get overwhelmed though.

OK, then think of it as being a bit like exercise. (If you're a fitness pro and you're like me, you probably really enjoy relating most things back to exercise.)

You wouldn't tell a fitness client to exercise ONLY if he or she could absolutely, positively do it the recommended 4-5 times a week, would you? Isn't 2-3 times a week better than just not working out, ever?

So that's what I think when I start getting down on myself for not logging onto Blogger more often. I might only blog once a month sometimes. But it still beats not even bothering to have a blog at all.

What do you think? Is blogging like exercise in that you should just do it when you can, or should you commit to doing it at set times even if you don't feel like it?

Why Some People Get Publicity and Some Don't

2009-07-28T08:57:00.000-07:00

If you're looking to get publicity for yourself and your fitness business, it's a smart move to sign up for the free HARO newsletter.

I've recommended HARO before, but I haven't gone into too much detail about what HARO might be like from a journalist's perspective.

Getting the inside scoop on what happens when a journalist puts the call out for sources can help you understand how and when to respond to HARO requests so you experience more success and make the best use of your time.

Not too long ago, I used HARO to search for sources for an article about fitness business names and logos. About three hours after the newsletter went out, I'd already received more than 30 responses. And I know journalists who get way more than that.

Using HARO can get overwhelming for journalists--fast--so make your email as focused as possible. No digressions, no super-inflated bios and, please, no attachments/links to articles you've already written on the same topic!

Here are a few no-brainer reasons why I immediately hit the delete key on some HARO hopefuls:

From the sidelines. A surprising number of people began their response by saying: "Someone forwarded this to me..."

Here's what that lame opener says to me: 1) the person is a bit clueless as to what's going on, and/or 2) the person isn't serious enough about getting publicity to actually sign up for the HARO newsletter.

I'd rather quote HARO subscribers (or those with publicists who subscribe).

It's OK to respond to a HARO query that someone forwarded to you. But why tell the journalist? Keep it to yourself--it'll make you look more professional.

Too many links. Tell me in your email what I asked for and why you're the best person to be a source for the specific piece.

After that, I might want to see a bio, portfolio, YouTube videos and relevant accomplishments, but I don't want you to send me on a wild goose chase across the web. Keep links to a minimum.

The why'd-you-bother-responding response. Don't overwhelm me with too much info, but don't underwhelm me either. I got a few of these: "My company does business logos. I can help. Call me."

Delete.

Missed the boat. If you've been out of town or just got busy and missed the deadline for responding to a HARO query, let it go.

Don't email after the fact, saying, "I was on vacation, but for future reference here's a bunch of neat stuff about me."

I won't remember any of it.

So who got the gig? A couple of people with solid credentials who gave me specific info about themselves (related to the article topic). They also showed passion for the subject, including a thought or two that made it easy for me to imagine quoting them.

Honestly, I got about half a dozen or more great emails from thoughtful, qualified professionals.

Unfortunately, I just couldn't choose everyone.

If you've been responding to HARO queries and you're doing everything right, don't get discouraged.

When you don't hear from a journalist after responding to a HARO query, it doesn't necessarily mean you're on the wrong track. It just might mean there are plenty of other contenders on the right track alongside you.

So do your best to make an outstanding impression. And keep trying--persistence pays off when you know what you're doing.

Fitness Press Release

2009-07-13T14:34:00.000-07:00

Take the Lead With Your Next Press Release

As a fitness writer, I receive a lot of story pitches from personal trainers and fitness organizations.

Recently, a press release came across my desk promoting a new product based on a popular fitness format. After struggling through the first paragraph, I stopped reading.

It was too boring and confusing. I suspected most journalists wouldn’t bother to read past that first muddled paragraph either.

The first paragraph of a press release - sometimes called the lead - holds a lot of weight. Its crucial job is to hook readers and relay important information while promising something interesting in the paragraphs to come.

Getting the lead right - whether it’s for a press release, a blog post or an article – takes savvy.

For example, if the topic you are touting is already well-known, piggyback on this success, but find a new angle.

If you write a press release about a topic that’s already been covered in the media many times, you might think this proves the worthiness of your own press release. But editors or television producers in search of new stories might not see it that way. Instead, they might see your press release as rehashing the “same old stuff” and delete it or toss it in the recycling bin.

Keep this in mind if you’re writing a press release about staying fit this summer. Begin with something interesting and fresh. For example, introduce a new spin on an old idea. “Get in Shape for Summer" has been done many times and it’s pretty generic. It’s not particularly compelling either – any journalist can think of that idea on their own.

You need a better hook. For example, "Shape Up to Prevent Summertime Hiking Injuries" or “Remake Your Shape: 7 Summer-Fit Moves You Can Do Anywhere.” Both examples present some type of focused hook.

Bottom line: Increase your success by putting a new and specific spin on a familiar topic.

The Comma: Truly Exciting Stuff

2009-06-22T11:24:00.000-07:00

You know, I really like punctuation. One of my favorite books is Eats, Shoots & Leaves by Lynne Truss. It's all about commas and exclamation points and apostrophes - and, yes, I read it for business and pleasure.

If you have an affinity for punctuation like I do, I highly recommend Eats, Shoots & Leaves. And if you can't quite see why any of the following examples are horrifying to someone like me, resolve to do better by checking out the punctuation game I link to below.

Have you ever written something like this?

Buy all three fitness DVD's and receive a set of dumbbell's for free.
This workout is known for its' fat burning drills.

Our hard-core training sessions, and fun boot camps are sure-to-please!!!

Pretty bad. I just want to fix those examples above so bad (or is it badly?).

Hey, check out the COMMA I.Q. game. Who says you can't have fun with commas? (I got one of the 10 questions wrong. Guess which one.)

http://www.savethecomma.com/game/

More Direction for Using Twitter and HARO

2009-05-04T10:29:00.000-07:00

I recently recommended joining Twitter and HARO to boost your fitness marketing opportunities. If you've already done that, or you're still figuring out how to make sense of it all, here's a little more guidance.

Tip 1: Please, please, please add a picture and thoughtful bio to your Twitter profile - it'll help you gain followers. Include a bit of professional info in your bio, but also a thing or two on a more personal level.

Even a well-thought-out series of words that describe you can be effective. Here's how I wrote my Twitter bio: www.twitter.com/amandavogel

Tip 2: If you haven't already, check out these two posts on this blog:

1) The Top 10 Reasons I Will Not Follow You on Twitter (it's by another writer and links to Mashable.com), and

2) Using Twitter for Marketing & Publicity (it's a video from Hubspot.com that you can watch right from my blog).

Tip 3: Try out a site or two that will help you manage Twitter and finetune your networking potential there.

Tweetlater.com lets you set up keyword alerts so you know when people are tweeting (chattering on Twitter) about you and/or stuff that matters to you (hint: it's a good way to choose pertinent people to follow).

Also, have a look at Tweetgrid.com to get a real-time overview of who's talking about subjects of interest to you.

For example, type "fitness" into a search bar and see what pops up. You can also make your searches more specific, such as who's talking about fitness where you live.

Tip 4: If you subscribed to the HARO e-newsletter (HARO stands for Help a Reporter Out) as way to score publicity, but you're unsure about how to respond to journalists, read this article by a writer from Mopwater PR.

Still in doubt? Ask me for more tips by posting a comment here or posting to the discussion board on the Active Voice Facebook Group.

How to Find Ideas for Blogging, Writing Articles and Publicity

2009-03-18T10:18:00.001-07:00

Looking for something to blog about, write an article about, or use as a hook to get publicity in your local newspaper?

Cite this new study that suggests walking roughly 100 steps a minute - or pretty much to the beat of the Bee Gees song Stayin' Alive - keeps you moving at a moderate-intensity pace.

Apart from being an excellent news hook (I've already hammered out several queries that make use of the study), these findings are a simple way to demonstrate to your clients what moderate-intensity exercise feels like.

In fact, after strutting around my living room to Stayin' Alive, I bet a lot of fitness clients would be encouraged to know they can hoof it a lot faster than the song's beat! Move over, John Travolta.

Here's an audio summary of the study with lead researcher Simon J. Marshall, Ph.D. of San Diego State University. (Audio courtesy of medpagetoday.com.)

Source: Marshall SJ, et al "Translating physical activity recommendations into a pedometer-based step goal: 3000 steps in 30 minutes" Am J Prev Med 2009.

Sell More Fitness Articles/Get More Publicity

2009-02-02T12:38:00.001-08:00

Simple Ideas for Building on the Media Promotion You're Already Getting

Suggest Another Story: When a journalist interviews you for a story, you have his or her full attention. Take advantage of this golden opportunity to receive more media exposure.

After you’ve addressed all the journalist’s questions, pitch an idea for another article that you could contribute to as an expert source. This works whether you’re doing a phone or email interview. Just be sure to make your pitch short and to the point.

Sell Your Articles More Than Once: Make your health and fitness articles work for you many times over. Sell them as reprints for extra revenue (often with a time investment of 10 minutes or less).

Use your previously published articles as lead-generating content for your client newsletters or website. Tweak the wording for new audiences. For example, an article on the benefits of boot camps can be easily adjusted for a skiing magazine, running magazine, parenting magazine, business magazine and more.

Keep the Love Alive: Stay in touch with the media people who contact you. This sounds so simple, but the vast majority of fitness pros don’t do it. The hardest part of scoring the kind of media exposure that brings you the recognition and credibility you want is breaking in.

This applies to both writing articles and getting publicity. Once you’ve made contact with members of the media, you’re on the “inside,” so to speak. This is your chance to turn one valuable media hit into ongoing exposure and marketing power for your fitness business.

I’m not suggesting that you add journalists to your newsletter list without their permission (this is a good way to get your email blocked from reaching them). I’m talking about pitching ideas, sending informative press releases, occasionally asking if they need help with a story, and so on.

More simple ways to recycle your media promotion.

Facebook, Twitter and Publicity for You

2009-01-29T08:16:00.000-08:00

Use the Web to Get Media Attention

It's still winter in Vancouver, B.C. - it snowed here this week - but I'm already in summer mode, partly because I'm still unpacking my flip flops, tank tops and bikinis from a vacation to sunny Mexico earlier this month.

But it's also because magazine editors plan so far in advance; right now, they're asking me for fitness stories with a summertime twist.

Now's a good time for you to plan how you'll use the media to promote yourself and your health/fitness business during the upcoming year.

To help you get started, I offer these five tips for gaining success with the media using online resources. Everything I suggest below is totally free, and each tip takes just a few minutes at most to implement.

1. Subscribe to the HARO e-newsletter: HARO stands for Help A Reporter Out. These newsletters arrive to your inbox three times a day packed with media leads from journalists who are looking for experts to quote or feature in an article, on TV, on a blog or on the radio.

Each newsletter includes a specific section for health and fitness stories, but be sure to check the other categories, as well. Fitness-related queries sometimes appear in categories such as lifestyle or travel.

2. Join Twitter: Micro-blogging using sites like Twitter helps you expand your sphere of influence as you write short updates about what you're doing.

Being on Twitter pays off. A producer for a popular cooking show in Vancouver recently contacted me through Twitter, asking if I would consider being on the show.

However, she wanted me to talk about healthy eating AND cook at the same time. I'm a bad cook, so I declined and referred her to someone else. It was an important lesson about knowing your limits even when you want the publicity.

3. Follow the Media on Twitter: Once you're on Twitter, connect with media folks there. Follow writers, producers, magazines and media outlets that interest you.

Check out who I follow to find fitness writers. And also search for media folks on Twitter through associations for journalists, such as MediaBistro, skydiver (that's HARO), WoodenHorsePub and prnewswire.

4. Share Media Hits Online: Most online magazines and newspapers now allow you to quickly and easily share links across the web.

Recycle your media promotion in social networks like Facebook by sharing links to articles you've written or that quote you. In my experience, the more you market your media hits, the more media opportunities arise.

5. Join the Active Voice Facebook Group: Speaking of Facebook, stay on top of media opportunities and learn more about how to succeed with the media by joining the Active Voice Facebook Group (find it by searching “Active Voice Writing Service” under Groups).

Post a question (I'll answer it!) and read advice from a former Shape editor, a regular contributor to Men's Fitness magazine and other fitness pros who've achieved success with publicity and fitness writing.

If You Write Articles or Want to Start ...

Check out these two resources from Active Voice:
How to Write Winning Queries
Anatomy of an Article

FOLLOW FAIL: The Top 10 Reasons I Will Not Follow You in Return on Twitter

2009-01-06T20:31:00.000-08:00

An article I just read on Mashable.com from Atherton Bartelby. Whew, he followed me back!

FOLLOW FAIL: The Top 10 Reasons I Will Not Follow You in Return on Twitter

Using Twitter for Marketing & Publicity

2008-12-23T09:23:00.000-08:00

A great webinar from HubSpot about how to use Twitter for marketing and PR.

Please follow me on Twitter! www.twitter.com/amandavogel

Writing a Headline? Look at Fitness Magazines

2008-12-09T19:35:00.000-08:00

January is a busy month for gaining leads and making sales in personal training and at gyms. Now is the time to be planning your marketing schemes for the new year's rush in the fitness industry.

Fitness entrepreneur Bedros Keuilian of The Art of Selling Fitness posted an interesting YouTube clip about using popular health and fitness magazines to help you generate attention-getting headlines for your web pages, advertising material and e-newsletters.

Take a look at Bedros's clip, it's just three minutes long:

Bedros's advice makes a lot of sense because editors at the most popular magazines - publications that are prominently displayed in bookstores and grocery stores - spend a lot of time deliberating on and fine-tuning cover lines (what Bedros is calling headlines).

In addition to the image that goes on the front of the magazine, cover lines are what sell the magazine. So editors carefully craft cover lines to be as mouth-watering as possible to potential magazine buyers.

Like Bedros says, the next time you need headline-writing inspiration or a clever way to package a fitness promotion, look to the cover lines on the magazines your clients are likely to read.

Just be sure to tweak the wording for your own purposes rather than copy it verbatim.

Fitness Articles on Article Submission Sites

2008-10-31T09:27:00.000-07:00

Why Write Fitness Articles for Free?

Dax Moy, a U.K.-based fitness pro, recently wrote a good post at PersonalTrainerSuccess.ning.com about article submission sites. Successful fitness pros like Dax know that writing health and fitness articles advances your fitness career by leaps and bounds. It really does.

But something about Dax’s post got me thinking.

It seems a lot of personal trainers are caught up in contributing solely to article submission sites. These sites don’t pay for articles. In fact, sometimes you have to pay them to take your articles. In return, you get your writing (and your bio and links to your sites) distributed far and wide across the web. It's a good online-marketing tactic.

I recognize that a huge online presence is not only useful but necessary for many fitness pros these days. What I don't understand, though, is why so many fitness pros ONLY write for free. There's revenue in writing articles, too.

Do that many fitness pros feel their articles aren't worth money?

Some people may lack the confidence to take their articles from the free domain to the paid domain. Fair enough. But the skills you use to write articles for free should translate to writing articles for websites, newspapers and magazines that pay you for your work.

If fitness pros feel their articles are only good enough as free content and not high enough quality to be paid for them, well, that scares me.

You have to wonder why anyone would put those kinds of articles out there in the first place. Any article - paid or not - should be of a certain quality so it reflects well on the person who wrote it.

Bottom line (and this is my way of cheerleading for all fitness pros who write articles): If you've got the skills to get yourself into article submission sites, why not use those same skills to write at least some articles that put more money in your bank account?

Here’s one of my articles on a high-traffic site. I got paid, and they published my headshot, my bio and links to my website and blog. Now that’s a good deal.

How to get your health/fitness articles published in magazines and newspapers.

How to create compelling health/fitness articles that get the results you want.

Fitness Marketing Language

2008-10-16T09:30:00.000-07:00

The Antithesis of a Testimonial

Once, a fitness presenter told me he got an evaluation at a conference that simply read, “I don’t like your personality.” Ouch! And how mean!

When you put yourself “out there” – whether it’s as a bootcamp instructor, presenter, fitness director or studio owner – you’re going to eventually face negative feedback from someone. It’s inevitable, really.

I imagine you don’t like receiving negative comments any more than I do. But what stings the most is when less-than-positive feedback is not constructive because it doesn’t help you improve in some way.

I am writing this post because I need your help!

Below is a note I got from someone who attended one of my sessions at a recent fitness conference. This person doesn’t like the way I represent myself. And since this person took the time to send me a few thoughts (to THREE of my email addresses, no less – thanks for that!), the least I can do is get a blog post out of it. Here's the note:

>>I would like to provide some feedback on your BCRPA conference
presentation, and on your self-marketing strategy.

Without doubt, you are very knowledgeable and experienced. However,
it is unwise to constantly remind everyone that you write for
Chatelaine, Self, Fitness and other trash magazines. If you want
people to respect and view you as a true professional, you should
write for intelligent publications, including peer-reviewed academic
magazines. Associating your business with bottom of the barrel media
does not add to credibility.

In your biography write up, you are using low brow, outdated, and
meaningless marketing gimmicks such as "51 free tips", "free ebook"
etc. These are mostly used by telemarketers, snake oil sellers and in
infomercials. Please respect the intelligence of your potential
readers! It is a real turn off when an educated person resorts to
dumbed down amateur marketing tricks. Thank you. <<

Well, I can’t do anything about the person’s first directive that I should write for “peer-reviewed academic magazines” instead of the so-called “trash” magazines I contribute to. Gee, if I could find a way to feed my daughter, pay for her daycare and keep on top of bills by contributing to all those academic journals that pay ZILCH, I’d jump right on that advice. Oh, except for the fact that I like writing for the magazines I contribute to.

Anyway, what I'd like your help with is this:

Please add your constructive comments here to help other fitness pros determine the most effective language for marketing their own fitness businesses.

And while you're at it, please save me from changing the name of my free e-book (51 Need-to-Know Writing & Marketing Tips for Fitness Pros) to something more intellectual, such as A Series of Grammar Lessons Fitness Professionals Must Study, Posthaste! … a digital document (aka: e-book) available to anyone who wants it (sorry, I don’t know how to make “FREE” sound boring).

Hey, if uttering the word “free” is tantamount to being a “snake oil seller” then the majority of successful businesses I can think of are in real trouble.

Call me defensive, but this has been cathartic!

Now if you’ll excuse me, I have a yoga book to ghostwrite about cultivating inner peace and an article to complete that will help personal trainers connect in a more meaningful way with their clients. Low-brow stuff, indeed.

Book Publishing Options for Fitness Pros

2008-08-22T09:49:00.000-07:00

Numerous fitness pros have contacted me in the last month alone about how to get a health/fitness book published.

If you're wondering the same thing, check out the excerpt below (modified for this blog) from an article I wrote for the American Council on Exercise (ACE).

There's a joke among book authors: At least one person at any party will tell you they, too, want to be a published author ... if only they had the time to do it.

Writers laugh at this notion because creating a book and successfully bringing it to market requires far more than finding time to sit in front of a computer.

For one thing, publishers will want to know if you have a platform. Read on to find out why platform is such a buzzword in today's publishing industry.

Platform: What It Is, and Why You Need It

According to experts, health and fitness book authors need platform. Platform means you are already recognizable and people are familiar with what you do.

You don’t have to be famous. But you do need your own circle of influence and a proven track record for being able to promote yourself.

For example: Can you boast a strong client following? Have you created a fitness program or brand that’s receiving rave reviews? Do you get large-scale publicity? Have your articles been published, or do you appear regularly on TV? Are you a presenter? A notable fitness expert? All these attributions amount to platform.

“A common misconception is that anyone can get a book published if they have a great idea,” says Laura Nolan, an agent at The Creative Culture, a literary agency in New York City that represents a number of top fitness experts. In reality, she says, “publishers are looking for fitness experts who have established platforms, have been in the media, or have an established following.”

Plus, publishers are busy pursuing book ideas on their own, says Mike Bates, M.B.A, owner of Refine Fitness Studio in Windsor, Ontario, and the former managing director at Human Kinetics Canada, a publishing company that specializes in titles related to physical activity.

If your idea is viable as a non-fiction book, a publisher has probably already thought of it. “This is not to say that unique ideas never come from outside of the publisher, but they are more rare than you might think,” Bates says.

Therefore, prospective authors with a good idea and a built-in audience have the most leverage. (Incidentally, you could also coauthor a book or have someone ghostwrite it for you if you have the necessary platform but not the time, interest or skill to write a book.)

What if you’re not interested in traditional publishing companies or bookstores. Let’s say you plan to self-publish a hardcopy book or ebook then sell it yourself. Is platform still an issue?

Think of it this way: You must be established as an expert in a particular niche to sell books. Your platform might stem from a large and dedicated client base or people who avidly read your blog (yes, blogs do contribute to platform!).

Beyond that, being self-published may eventually boost your platform enough to impress traditional publishers. “Self-published fitness authors will attract the attention of a publisher if they sell enough copies of their [self-published] book,” says Nolan.

Weighing Your Options for Publishing a Fitness Book

Once you’ve got the platform to succeed at writing and marketing a non-fiction health/fitness book, it’s time to weigh your options for how you’ll get your message to the public. Here are three common avenues:

1) pursue a deal with a traditional publishing house,
2) become an independent or self-published author, or
3) create an ebook.

For the full article, please refer to "So, You Want to Be a Book Author: Book Publishing Options for Fitness Pros" by Amanda Vogel, August/September 2008 issue of ACE Certified News, pages 9-11.

Resources for building your platform as a health and fitness expert.

Body Image and Fitness

2008-08-05T10:38:00.000-07:00

Check this out - it really puts "fitness" and body image in perspective.

At first glance, you might not think this item has much to do with fitness writing and publicity. But it does.

Why not use the concept behind this New York Times piece as a jumping off point to garner media attention in your community? Start a discussion about what a fit body looks like.

Are you a trainer who believes that the average person can't be "fit" and "fat"?

Or do you support the viewpoint that fit bodies come in all shapes and sizes?

The Olympics are big news right now. Take advantage of this news hook to promote your own services and/or to inspire more people to get active.

And feel free to post your comments on fitness and body image here, too. I wrote my Master's thesis in human kinetics on body image and the role of the fitness instructor. So I'm curious about your take on body image in the fitness industry.

Marketing Fitness with Social Media

2008-07-31T14:09:00.000-07:00

I have to admit something … I don’t “get” Twitter.

Twitter (if you’re wondering) is a social networking and micro-blogging site. You write mini-updates about your life, week, day, whatever.

You can update every hour or sooner if you want. Each update has to be 140 characters or less, so Twitter forces you to write concisely. In that way, it helps you improve your writing skills.

Apart from that, though, what's the point?

Do people really care that I visited Multnomah Falls near Portland, OR, or that I chatted with Jim Labadie on the phone (these were two of my recent mini-updates, or “tweets” as they’re called in Twitter-speak).

My friend Biray Alsac first told me about Twitter, and so I joined the site as research for my workshop “Beyond a Website: Virtual Tools for Attracting Real-World Clients” (I’ll be presenting it next at the BCRPA conference in October 08).

Biray is on top of how to use Internet technologies in the fitness industry. And since I trust her opinion and expertise, I’m sticking with Twitter for now. I still have a lot to learn.

In the meantime, I wanted to find out how other fitness pros fare with Twitter, so I turned to personal trainer Scott Tousignant of UnstoppableFatLoss.com.

Scott’s got his finger on the pulse of how to market fitness using social media (like Twitter, blogging, Facebook). Here’s what he told me:

Amanda Vogel (AV): Has Twitter helped you market your business?

Scott Tousignant (ST): Twitter has been one of my favorite and most effective ways to market my business. The connections that I have made through Twitter have been absolutely priceless.

The biggest advantage of Twitter is being able to connect with some big players in the internet marketing industry immediately. There have been colleagues who I've been trying to connect with through email for a very long time and I have not received a response from. The second I send them a message on Twitter, they respond. I have their attention, and we build a relationship pretty quickly.

Another benefit of Twitter is the search function. I can type in a key word like “workout” and see everyone that has made a “tweet” about working out. If the person looks like someone who I would like to connect with, I offer them a quick tip or congratulations on embarking on the fitness journey.

AV: Who follows your updates on Twitter (is it clients or colleagues)?

ST: It's about a 50/50 split. Ideally, you should create two Twitter accounts. One where you give fitness tips and try to connect with clients, and another Twitter account where you try to connect with colleagues.

AV: What about your Twitter-cise social network at Ning.com, which shows people how to do brief exercises. Does your Twitter-cise network require a lot of upkeep? Has it been a good marketing venture?

ST: Twitter-cise has been a fun little project for me. It's really not much upkeep. It all depends on how much effort you want to put into it and what your other priorities are.

When my wife Angie and I started the community we would shoot four one-minute videos in one day and upload one at a time over the next four days. Total video shooting, editing, and uploading took about 30 minutes for four videos.

Other than that it really isn't much work and has definitely been worth the effort.

AV: Of all the social media marketing tools you use, which is the most useful to you? Why?

ST: My blog is the most useful social media tool and is the hub of my business. When I engage in communication on Twitter, I send people to my blog. When I post a video on YouTube, I send viewers to my blog. When I post something on Facebook, I link to my blog.

The reason my blog has been the most useful is because it provides the best platform to engage with my audience through a variety of media streams like video, audio, and articles.

Also, blog posts can be submitted to all the other social marketing sites and get bookmarked and indexed. You can place your blog rss feeds in your Facebook profile and other social marketing profiles, as well.

Writing Articles for Publication Can Be Scary

2008-06-04T07:58:00.000-07:00

In April, I invited you to share your tips for teaching fitness on TV because I was preparing to lead a workout for a local TV show and needed your expert advice. Thanks to everyone who emailed me personally or wrote their tips here on my blog.

We taped my TV appearance a few weeks ago. I won’t lie - I was nervous! Was my performance perfect? Uh, no! The point is, I did it - even though being on TV scared me.

Here’s something else that has rattled my nerves: writing articles.

Maybe it’s the same for you?

I still remember the day I got my first article assignment for a small, community magazine. I was terrified. I wanted to do a good job. I didn’t want to disappoint my editor or look like an idiot.

I had lots to learn back then. With practice, my confidence and skills steadily improved. But when I scored my first big break with a major fitness magazine – Shape - I got nervous all over again! (Secret about me: I still feel nervous over a big assignment with a new magazine.)

Despite my fears, I’ve become successful. Not because I’m the world’s greatest fitness writer. It’s because I was (and am) eager to learn. And I’ve learned from a lot of very skilled editors and writers. Plus, I’ve always been persistent. I take action.

There’s another reason for my success though: I figured out the right “formula” for writing health/fitness articles.

Yes, there’s actually a system – a series of tricks and strategies – you can use to make writing any article a whole lot quicker, easier and less nerve-wracking. I use this system with every article I write. And I explain it all in my newest product, Anatomy of an Article.

Why Facebook?

2008-06-03T08:24:00.000-07:00

I first joined Facebook to joke around with a few friends from high school. Then I started receiving numerous “friend” requests from customers and clients.

I decided to take my own advice from an article I co-authored with Biray Alsac about using online tools to add value to your fitness business. (See IDEA Fitness Journal, February 2008, pages 54-61.)

And so, if you’re on Facebook, I invite you to join the Active Voice Group (find it by searching “Active Voice Writing Service” under Groups).

Currently on Active Voice’s Facebook discussion board:

- What a former editor at Shape says about which media pitches won her over, and which ones she ignored.

- What Joe Stankowski, a regular contributor and training advisor to Men’s Fitness magazine, says will put you in the right ballpark for getting your name in Men’s Fitness.

- An example of how I used my Facebook group to recycle recent publicity in a Vancouver city magazine.

- The difference between a byline and a bio in an article.

- What it means when a publisher wants “all rights” to your articles – and why you should care (it makes a difference to your bottom line).

Recycle Your Publicity, Please!

2008-05-21T13:53:00.000-07:00

In addition to being a fitness writer, I've created products to help fitness pros:

1) Get publicity

2) Recycle media promotion

So ... this post goes to show I follow my own advice - with good success!

The image here is one of three publicity hits I received in the last month (this doesn't include my published articles).

In addition to this blog post, I've already recycled this particular publicity hit on Facebook (in my group called "Active Voice Writing Service") and also in a flyer for a cycling workshop I presented on motivating students with music.

Read the "Sweat to Your iPod" story by Jon Azpiri in The Georgia Straight.

Find out 30 more ways to recycle your media promotion.

Media Relations & Your Digital Camera

2008-04-04T13:39:00.000-07:00

Picture This ...

I've just been asked to lead a 30-minute workout for a fitness show on a local TV channel. (I've never been on TV before ... if you've done fitness DVDs or been on TV, I'd love to hear your best on-camera tips! Feel free to post them in the comments section here.)

Anyway, as I said, I don't have on-camera experience, so I asked the host of the show if I could come to the studio to watch her tape a workout. I wanted to get an idea of how the show was formatted and what the set looked like (I like to be super-prepared).

Turns out, my friend and fitness colleague Geoff Bagshaw was taping his guest appearance on the show when I arrived.

When the show ended, Geoff did something really smart.

He pulled out his digital camera and got a few shots of himself on set with the cast of the show. What a perfect way to recycle publicity!

Geoff's approach reminded me of something I spoke about in my recent presentation at FitComXpo (the FitComXpo event is over, but you can still gain access to recordings and slides of all the sessions - scroll a few posts down to see what I thought of the event).

My tip: Your digital camera is a powerful tool for helping you build relationships with the media and score more media promotion for yourself. Here are 3 ways:

1. Ensures Accuracy If you write a workout article or you're the featured expert in one, offer to snap digital photos of the exercises you recommend for readers. Editors will get a clearer idea of what you have in mind, which helps them edit the piece and ensure accuracy. There, you've just made the editor's job easier.

2. Helps Create Visuals See the illustration at the top of this post? That's me! I supplied my editor with digital photos of the exercises described in one of my workout articles, and she forwarded the photos to an illustrator (sometimes magazines use drawings instead of professionally shot photos because it's simpler and less expensive.)

3. Doubles Your Media Promotion If your photos are good enough, small magazines or newspapers without a budget for elaborate photo shoots might publish them, which instantly doubles the media promotion you receive.

More about how to make the most of your free media promotion.

Illustration reprinted with permission from illustrator Kagan McLeod.

CBS Story: "Personal Trainers Ungoverned"

2008-04-04T09:28:00.001-07:00

Do You Think This Is Fair?

I often talk about how publicity helps fitness pros gain credibility. But this TV story may do the opposite!

Is this the type of press coverage you want our industry to be receiving? How can you offer a different perspective to media outlets near you?

Check out this CBS story that questions the fitness industry's credibility. What do you think? Is the reporting in this piece fair?

Please feel free to post your comments here.

Vancouver B.C. Indoor Cycling Instructors: Fill Your Classes & Motivate Your Students to Come Back Every Week

2008-03-20T22:25:00.000-07:00

Tune up your cycling classes this Spring with a new indoor cycling workshop, hosted by FitCity for Women (worth 2 BCRPA CECs)

THE WORKSHOP:

Group Cycling: Motivating Musical Adventures
Selecting a cycling playlist is your first step to a successful class. What counts most, though, is how you mix music and motivation to get participants in tune with the pace and intensity of the ride. Discover how song selection and simple teaching tactics play a key role in complementing and enhancing mental focus, cycling intensities and imagery. Leave this session with new strategies for composing and orchestrating cycling classes that motivate and inspire your participants every time.

WHEN: Saturday, May 3 - 11:00 am to 1:00 pm

SORRY, EVENT IS SOLD OUT

WHERE: FitCity for Women, Westside, located at 1401 West 8th Ave. (at Hemlock) in Vancouver

COST: $20 + gst (FitCity instructors); $35 (non-FitCity instructors).
Includes 2 BCRPA CECs!

TO REGISTER: Contact Amanda at avogel@activevoice.ca for complete registration details. Pay by cheque or credit card (with PayPal).

PRESENTER:
Amanda Vogel, MA human kinetics, BCRPA TFL, has almost 16 years of experience teaching group exercise. In addition to teaching at FitCity for Women, Amanda has presented at fitness conferences in the U.S. and Canada, including for Can-Fit-Pro, BCRPA and IDEA. Her expertise as an indoor-cycling instructor will be featured in an upcoming issue of The Georgia Straight.

Special thanks to the host facility: FitCity for Women, Westside

New Virtual Fitness Conference

2008-02-27T09:40:00.000-08:00

Largest Ever Virtual Fitness Event - Still Available for Your Listening Pleasure

I recently presented a session at FitComXpo about scoring publicity for your fitness business and writing fitness articles for profit and promotion.

Since then, I've been busy loading tons of sessions into my iPod. I like to listen while I walk my dog, Rufus.

Here are my impressions of just some of the presentations I've listened to so far:

Todd Durkin and Tom Terwilliger are very compelling speakers
Helene Byrne offered an amazing amount of expertise about pre/postnatal fitness
Celebrity trainer Valerie Waters provided some great workout ideas and insight for training women
Scott Tousignant and Noel Lyons gave me some great ideas and leads for improving my online presence
Nicki Anderson is a true professional - I always enjoy her sessions
Mike Boyle delivered a very informative session on the advantages of interval training

My session was called The Inside Scoop! Achieving Success with Publicity & Fitness Articles. (Check the Networking Forum at FitComXpo for the correct link to download my session recording and Power Point slides.)

True, the live event has come and gone. But you can still gain access to all the sessions I mentioned above and dozens more. Oh, and I hear more live events are still being scheduled.

Visit the official event site to check out the exciting line-up of sessions.

How to Pitch a Major Women's Magazine

2008-02-25T14:38:00.001-08:00

The featured editor in this video, Courtenay Smith, first contacted me when she worked as the fitness editor at All You. Now Courtenay is the Executive Editor at Prevention. See what she says about how to break into that major magazine.

Even if you don't have your sights set on Prevention magazine, consider also watching this second clip to learn more about the process of pitching health-related ideas to editors in general.

What Mice Have to Do With Fitness

2008-01-16T09:06:00.000-08:00

What New Studies Are You Using to Promote Your Fitness Services?

And Why?

I recently stumbled upon an online forum discussion about using research to score media attention for a fitness business.

A new study had just come out saying exercise curbs depression. The forum discussion focused on how the study would make a good publicity hook for fitness providers. Yes … except the study’s subjects were mice, which no one mentioned.

I’m glad I found that thread because it led to two things:

1. I got the idea to co-author a couple of articles on how fitness pros can benefit from sizing up new research. One of my favorite editors just accepted both queries earlier this week.

2. I got to weigh in on how to incorporate new studies into fitness articles and media pitches.

Here’s a modified version of what I wrote on the forum:

Editors and producers like to ask "Why now?" about any potential story. A brand-new study can satisfy that question, as long as the study is truly relevant and credible. You can find plenty of new research through online newswire services. However, before you write about it, analyze it.

You don’t necessarily need to know everything about research design – just look for important points, such as if the study was sponsored by any companies (and how that might influence results) and if the subjects are similar to your target audience.

Essentially, consider whether the study is truly worth mentioning, apart from its catchy headline.

I just finished an article for Best Health where I had to dig up multiple studies published in 2007 that would be relevant to female exercisers. It would have been sloppy reporting to just see what the newswires had to say and leave it at that.

I used Reuters Health and similar sites as a starting point. Then I found the abstracts. Then I contacted the lead researchers to ask them questions and/or get a PDF of the full-text study.

Any big magazine expects this of you. Local newspapers should, too (although I don't know if all of them do). And if you write about current research for your own client newsletter or blog, you owe it to your clients to get the facts straight.

Bottom line: Use newswire services like ReutersHealth.com to get a heads up on what's out there. Then follow up by checking the actual study through journal websites and/or resources such as PubMed.

Instantly Improve Your Writing

2007-12-08T10:38:00.000-08:00

Here's a quick writing tip for the next time you’re working on an article, memo, flyer, web page, etc. …

To streamline your writing and create stronger sentences, avoid turning verbs into nouns when you could simply use the verb. Here’s what I mean:

Instead of: Fitness pros make modifications to programs for a variety of clients.
Why not just write: Fitness pros modify programs for a variety of clients.

Instead of: This trainer provides instruction for clients about proper core training.
Why not just write: This trainer instructs clients about proper core training.

Instead of: Our first step is to conduct assessments on each client’s fitness needs.
Why not just write: Our first step is to assess each client’s fitness needs.

As long as it doesn’t change your intended meaning, zeroing in on the right verb makes your writing tighter and more conversational.

***

Receive hundreds more tips and in-depth guidance in my new 50-page Special Report, ANATOMY OF AN ARTICLE. The product is for health and fitness pros who write articles (or want to write them) for magazines, websites, article directories, blogs, newspapers, newsletters and more.

Please check it out:

http://www.activevoice.ca/getart_anat.shtml

Fitness Article Fixes

2007-11-12T20:01:00.000-08:00

Do Your Fitness Articles Need These Fixes?

Here are three simple problem-solution scenarios to make your health and fitness articles grab more attention, and help you excel at educating and inspiring your readers.

ONE

Problem: Burying the article’s lead in the second, third or fourth paragraph.

The most compelling, tell-me-more information, or a scenario that readers can relate to, should appear in the very first, attention-grabbing paragraph.

Solution: Avoid warming up with superfluous info or chit-chat at the beginning of your articles. Comb your piece’s first draft for the most relevant lead sentences (they’re usually buried a few paragraphs from the top), then rework them to fit front and center.

TWO

Problem: Introducing fitness terms or concepts without defining what you mean (even if they seem straightforward and commonplace to you).

Many fitness pros offer the following generalized tips, but readers might not understand specifically what to do:

Work out more intensely

Drink enough water

Eat sensibly

Be active every day

Solution: Offer one or two concrete examples so that your tips make sense to readers. For example, explain that working out more intensely means aiming for certain feelings and physical responses based on the rate of perceived exertion (RPE) scale.

THREE

Problem: Writing an article that ends up being one huge block of text.

It’s no use writing articles that no one reads because they look so unappealing. Your job is to make the article’s language and format as inviting as possible.

Solution: As you pen the piece, consider how to logically organize your information, then add relevant subheads to break up the text. Doing so makes your writing more enticing and informative for readers.

For 50 pages of in-depth guidance on how to write health and fitness articles that get the results you want, check out ANATOMY OF AN ARTICLE from Active Voice.

Publicity on TV

2007-11-02T19:56:00.000-07:00

A TV Producer’s Perspective

I’ve known my friend Phairis since high school. We both studied acting, which is how we met. Now we both work in the media – she’s a TV producer, and I’m a magazine writer.

Phairis’s daughter is the same age as mine (almost 2), and one time, while we ambled along with our strollers, we chatted about what so many fitness pros want to know: How to get the media’s attention.

She and I have seen our share of good, bad and ugly pitches. And since I’m here to offer info from media insiders like Phairis and me, I asked my friend to let you in on her perspective.

Phairis has the qualifications to tell it like it is, too: She’s the former producer for the EARLY News with Deborra Hope on Global TV and the current associate producer for Global National, a nightly national newscast from a major Canadian broadcaster.

Here’s what she graciously agreed to share with you …

DON'T give me a sell job.

You're not pitching an ad or a commercial. Give me FACTS about what it is you do, or what it is you sell. People love facts. They want to learn more.

If you can tell me something I don't already know or can't get from another source - and you can do it in an entertaining way - your chances of getting publicity are far greater.

DO personalize your pitch.

For example, pick a show on a local TV station and find out who the producer is. Send that person an email. Then follow up with a phone call. Nobody likes getting mass emails – that’s an easy way to get your press release tossed in the recycling bin.

DO watch what's in the news and make your pitch when it's appropriate.

If a celebrity is suffering from a health problem or a new study comes out that’s related to your product or service (even in a small way), that's a great time to send out your pitch.

DON'T take it personally if you're turned down.

Next time, do some research about the media organization you're pitching to and really tailor your media package. Also, be sure to include the basics: who you are; what you do; where you do it; when you'll do it next; why I should care and how I, as the producer, can get in touch with you.

Marketing Beyond the Benefits

2007-11-02T19:36:00.000-07:00

Writing Promotional Signs That Get Results

Posting signs around your gym or training studio to market your programs, events or specials can increase registration numbers and interest in your services or workouts.

Fitness pros often create a sign that focuses on the features of their offer instead of communicating the benefits in a way that makes sense to fitness consumers. This is a mistake.

Here’s an example:

Let’s say you offer 35-minute training sessions for your clients. That, in itself, is a feature. It doesn’t necessarily communicate any value to the fitness consumer.

The benefit to your clients is that a shorter-than-normal session saves them time and perhaps allows them to work out on days when their schedule is too tight for a longer gym visit.

Now, how could you communicate the benefits of your time-saving sessions in a way that’s even more meaningful to your target audience?

Well, perhaps part of your target market is new moms. When my daughter was under a year old, I would have been sold on the chance to squeeze in a decent workout AND maybe a post-exercise shower before my baby started fussing in the gym’s daycare. That would have been the benefit of 35-minute sessions to me.

With the scenario above, moms like me are happy. Babies are happy. And as the trainer, you’re happy, too, because your ability to communicate real-world benefits to your target clientele pays off.

When you promote benefits that resonate with your clients and prospects, you capture their attention, which is the purpose of your sign (or other marketing piece) in the first place.

.......

More guidance on how to write marketing material for special events and programs in the fitness industry: Profitable Fitness Events for Managers and Trainers.

Write Like You ...

2007-09-27T14:17:00.001-07:00

Why It Doesn’t Work to Write Like You Talk

Ever heard people say you should write like you talk to create web copy, newsletters and articles that persuade and interest readers?

As a writer, I consider that advice half-baked.

I appreciate the intent behind the write-like-you-talk recommendation. Trust me, I’m not advocating formal writing in the fitness industry. (I mean, I just used the term “half-baked.”) And this isn’t about proper grammar, either!

What “write like you talk” really means is, use a conversational voice that readers can relate to. But a conversational, casual style isn’t the same as writing as if you’re speaking.

The difference is important because the write-like-you-talk approach leads to meanderings, messiness and wordiness. You don’t edit yourself when you speak. Tapping a keyboard in that same mindset convinces writers they don’t need to edit … like it might rob the writing of its casualness.

So the writer spews out an article or web page that’s three times longer than it needs to be – how unpleasant for readers.

Good conversational writing treats readers to deliberate structure and word choices. It flows. It’s enjoyable. And every word is there for a reason. (Skilled ad copy writers do more than just write like they talk. That’s why they charge so much.)

If you write like you talk, deem it your first draft. Then self-edit for the sake of your readers. Cut the words we typically use in conversation but don’t need to write. Check it out:

Instead of “write like you talk”:

As qualified fitness pros, we always do our best to ensure you reach your various fitness goals faster and easier than anything you might have tried in the past.

Try “conversational but edited”:

As qualified fitness pros, we ensure you reach your fitness goals faster and easier than in the past.

Photo credit: Jane M Sawyer

Self-Employment in the Fitness Industry

2007-09-26T11:10:00.000-07:00

Musings from a Self-Employed Fitness Pro

A university student named Brandon Moran emailed me about a fitness business course he’s taking.

“My professor gave me an assignment to interview a fitness professional with interests that parallel my own,” he wrote. “You and your company fit the bill. Would you answer a few quick questions?”

Of course, I replied. Here’s an abridged version of what I told him. I hope my musings help you with your own fitness career – self-employed or otherwise.

What does your typical work day look like?

First thing in the morning, I work for about an hour while my husband hangs out with our toddler. Then I take over with kid duties for the next hour.

After that, I work the rest of the morning, either with developing marketing and writing resources for fitness pros or doing article research in my home office.

If I’m on deadline, I might take my laptop to a local café or park (in the summer) to work uninterrupted for about 2-3 hours.

Most afternoons, I walk the dog and take my daughter to the playground or other kid-friendly location [there we are at a petting farm in the photo above!].

If I'm not teaching a fitness class, I usually catch up on emails and surf the Net in the late afternoon and evening.

Is there anything about your current business structure you do not like?

The same thing that makes working from home great, can be one of its challenges: You work and live in the same place.

I have to be diligent about separating work and leisure time as much as possible - but it’s a constant challenge.

I might check and respond to business emails well into the evening. Or I’ll unload the dishwasher and sort laundry when I should be glued to my laptop to meet an article deadline. It’s easy to get sidetracked.

How do you envision the fitness business in the future?

Hopefully, its professional standards will be more obvious to the general public and also to fitness professionals. Self-employed fitness pros who survive in this industry will be the ones taking the job seriously.

I’m talking about seeking out proper education and also recognizing that being successfully self-employed requires business and marketing skills, not just training/teaching skills.

Recycle Your Media Promotion

2007-08-29T08:40:00.000-07:00

A Different Perspective

What’s your Unique Selling Position (USP)? This is what sets you apart from other fitness pros who offer stuff that’s similar to what you offer.

I bring up USP because my new CD has a strong one that’ll help you stand out as a high-caliber fitness pro, one who can confidently charge top fees while choosing only the clients you want to work with most.

The CD’s USP?

An insider’s perspective on how to make the most of your media promotion (i.e., articles you write and/or publicity you get). It’s called 30 Ways to Keep Profiting from Your Free Media Promotion.

As a fitness pro, I’ve received publicity that I’ve promptly recycled in the gym and online. But lots of other fitness pros have done that, too.

What they haven’t done is sat on this side of the media fence. As a fitness writer/editor, I’ve got a unique insider’s take on the best way for you to maximize and seek out valuable media promotion. The more you see what really works, the better you can succeed with your fitness career.

Yes, other fitness pros offer advice about media relations. Unfortunately, I’ve been on the receiving end of some well-meaning but misguided suggestions about how to work with the media.

Contrary to the tips you might have heard:

Members of the media do not enjoy being added to trainers’ client newsletter lists. Please ask for our permission! If you do send your newsletter unsolicited, we probably won’t read it (and we might even block your emails).

We don’t want you to send your website url unsolicited, inviting us to “have a look around.” Just tell us which web page to look at, and why.

You must give us a decent reason to mention your website in an article that quotes you. If we don’t include your web address, it’s nothing personal. Just make yourself easy to track down on the Internet. I’ve had readers of Cooking Light search for me through Google just to ask who made the shoes that appeared in a photo next to my article. If readers really want to find you, they will.

We know that an advertorial by or about you is not editorial content or true publicity. It’s an ad.

You see, it helps to have inside guidance about which direction to take. So consider my new CD your guide to presenting yourself as an outstanding professional, happily growing a fitness business with smart marketing.

As a media insider, I fill you in on such things as:

The “hidden” publicity opportunity at many major magazines.

How to stretch one article or media interview into ongoing promotion (and paychecks).

What reporters look for online that most fitness pros overlook.

There are 30 tips in all (plus 2 bonuses). Find out what they are here.

Respecting Your Readers' Time

2007-07-25T18:23:00.000-07:00

Keep It Clean Please

Every second Thursday, someone cleans my home while I go for a walk. You should see me pushing a stroller with one hand and gripping a leash attached to my energetic Labradoodle with the other.

I always return refreshed (really!) to a home that’s sparkling clean. It’s been a perfect arrangement until this week.

The cleaning service called to say the client before me had cancelled at the last minute, so they had to come 90 minutes early to avoid paying their employees to “sit around” between appointments. I won’t bore you with why this was totally inconvenient for me and my family.

Imagine telling a training client she must drop everything to meet with you earlier than agreed upon so you can avoid wasting your own time? Absurd. (Of course, it’s nice to inform clients you can fit them in at a new time, but as a courtesy, not a requirement.)

What does getting my home cleaned have to do with fitness writing and marketing?

Whether you offer a service-based business (like personal training or cleaning homes), or you write anything at all that you expect people to read, one of your main concerns should be to respect clients’ time.

If you write articles, e-books, giveaway reports, programs, web pages, blogs or marketing pieces, make it part of your time to ensure people’s reading experiences are easy and enjoyable. This makes it worth their time.

You don’t have to be a world-class wordsmith. Just put a bit of effort into fixing careless mistakes and sloppy wording. It’s called keeping your writing clean.

That doesn’t mean a typo or two won’t ever get past you. These are minor mistakes that everyone makes.

But fitness pros who couldn’t care less about devoting a few extra minutes to improving their writing don’t respect their clients’ time. And that’s a major mistake.

Publishing Rights

2007-07-24T17:17:00.000-07:00

Know Your Rights

A lot of fitness pros email me about the article rights that magazines and websites ask for (i.e., all rights, reprint rights, etc.).

Understanding what rights you sell to magazines and newspapers means:

you can make more money re-selling articles
you avoid a breach of contract, which could burn bridges with publishers or get you into legal trouble.

Here’s a quick breakdown of common article rights you can expect to see. (Disclaimer: I’m not a contracts lawyer, so please consider this a general guide – when in doubt, ask your editor for clarification).

All Rights

The publisher is buying the right to use your article in any way it sees fit without further compensation to you. In this scenario, you are NOT free to sell the article elsewhere.

Most professional writers will advise you to avoid this one whenever possible, especially if the magazine pays peanuts.

Web Rights

The right to post your article on one or more specified websites, preferably for a particular timeframe.

First Serial Rights

The magazine or newspaper buys the right to publish your article first (meaning the piece hasn’t yet appeared elsewhere).

Sometimes serial rights are specific to a region, such as First North American Serial Rights (FNASR). If you grant FNASR, you’re still free to sell the article at any time in, say, the United Kingdom (as long as the UK publisher doesn’t buy all rights).

Reprint Rights

You grant a website or publication the right to reprint your article one or more times, depending on the agreement and provided you haven’t previously signed that right away.

The term “reprint rights” does not mean the right to put your byline on an article written by someone else (as some internet marketers advertise). This practice that could get you into serious trouble with online article directories and magazines/newspapers.

Keep Readers Interested

2007-06-25T11:00:00.000-07:00

Writing an Article? Think Packaging.

Here's a tip for anyone who has written or wants to write a fitness article.

Have you ever racked your brain trying to impress an editor with a revolutionary new idea? Or maybe you just want to write a web article that stands out from what you’ve read a million times.

With fitness, it seems as if almost everything has already been covered. Luckily, there’s no need to stress about reinventing the wheel. If you want to write about core training, boot camps or exercise motivation (all recurring themes), go for it.

But set yourself apart by focusing on how you “package” your article. Packaging is magazine lingo for how the article will be presented or organized, including possible sidebars, quizzes and lists.

Take fitness walking. With a little creative packaging, you could write about that topic in numerous ways, even if much of the material and suggestions are similar. For example:

Walking plans for beginner, intermediate and advanced exercisers.
10 ways to burn an extra 100 calories per walking workout.
3 women share how they walked off 10, 20 or 30 pounds.

So you see, you can constantly reorganize one general theme to keep editors happy and your prospects/clients interested. More on how to get your articles published.

Be a Fitness Presenter

2007-06-24T09:39:00.000-07:00

Insider Secrets to Making a Name for Yourself as a Fitness Presenter

If you’ve ever been to a fitness convention (and I hope you have), you know the exhilaration of participating in sessions that’ll help grow your fitness career by leaps and bounds. Well, I can tell you from experience that presenting at such an event magnifies that feeling of exhilaration 10 times over!

It’s exciting to stand up there, educating your colleagues about how to train better, teach better and/or ensure a more successful fitness business.

If your target market includes other fitness pros, you attract plenty of new customers. (I always do.) And imagine how impressed your training clients or class participants will be when they hear you’re heading to New York, Toronto or Sydney to train other industry leaders!

Being a presenter instantly elevates your status as a fitness pro. The question is, do you have what it takes to be a successful presenter?

There’s no better person to learn from on this subject than my friend Sharon Donaldson of Fitness Resume. She’s been the Convention & Special Events Director for Can-Fit-Pro and a member of IDEA’s presenter selection committee.

This woman is on the INSIDE of what it takes to be a sought-after fitness presenter.

I credit Sharon with helping me break into presenting at Can-Fit-Pro Toronto, a world-class conference that attracts thousands of delegates and plenty of competition for presenting spots.

Now you can get the same inside advice I received from Sharon in her new product, Presenter Insider Package: The tips and tools you need to become a fitness presenter this year.

Read this recent exchange between Sharon and me about the application process and financial payoff of being a presenter.
……
Amanda Vogel (AV): So, I’m curious, what's the single most important thing to include in a conference application that most aspiring presenters either don't think of or don't put proper care into?

Sharon Donaldson (SD): I’d say it’s the quality of the application itself. If you can't get them to like you on paper, you'll never get them to love you in person. It doesn't matter how great an educator you are and how talented you are on stage.

AV: It’s similar to the image you portray when marketing to fitness clients, right?

SD: Exactly. If your application is sloppy, contains typos or poor grammar, or is just poorly written, you'll never get your chance. You are competing with hundreds of other applicants. If you come across as ill-educated or unprofessional, your application will go right into the "no" pile.

So take time to write a proper cover letter. Put care into crafting clever session titles and engaging descriptions. Ensure you've got your contact info in multiple places in your package and make it easy to do business with you!

AV: You must get a lot of people asking about the financial payoff of being a fitness presenter. Like anything, you have to work up to the big bucks, but what do you tell fitness pros who want to make money at this?

SD: Presenting at the big conferences adds instant credibility to your resume. There are endless income streams, including being a master trainer for an educational program, writing articles, endorsing fitness products, or becoming a sponsored athlete.

Presenting on the national stage really opens doors for you with the media, and you can gain more exposure for your facility or fitness program back home.

AV: True. I often go to conferences on a Press Pass looking for story ideas and presenters to interview for my articles.

SD: And if you produce your own training materials or workout videos, presenting at conferences is a must for marketing yourself as an expert.

In fact, many presenters tell me they make more from selling their wares at conferences than they do in presenting fees!

AV: Yep – the last batch of products I brought to a large conference sold out in the trade show on the first day!

Previewing Articles

2007-06-23T22:04:00.000-07:00

Tip for Fitness Writers and Publicity Seekers

Whether you write magazine and newspaper articles or get quoted as an expert source in them (or aspire to do either one, or both), the info below will save you from making a common mistake that could sour your relationship with some writers or editors.

The must-know info: It is NOT common practice for sources (people who are quoted in articles) to preview the piece before it goes to print. In fact, it's highly discouraged. This is because sources and PR people should not be able to control editorial content.

What does this mean for you?

If you write a magazine or newspaper article:

Remember that showing the pre-published article to sources could annoy your editor. Find out the magazine's policy before doing this to stay on good terms with editors.

If you are quoted in an article:

Don't tell a writer or editor that you want to preview the article before you see it in print. Keep in mind that a fact-checker from the publication may contact you to review your quotes or other information before the article is published. This is your chance to ensure accuracy.

Customer Service Through Writing

2007-06-21T16:23:00.000-07:00

Better Writing = Better Customer Service

I like to think of decent writing as more than the ability to persuade prospects to hire you with compelling sales copy or a necessity for projecting an overall professional image.

The way you communicate in writing to your clients is a matter of customer service.

An inability to communicate important concepts - in everything from assessment forms to exercise descriptions to web articles - means you fall short of providing outstanding customer service.

Here are three no-cost ways to impress your clients with better writing.

Ask for feedback. Consider trading services with a word-savvy client who can edit and proofread your writing for you. Or offer constructive feedback on a colleague's writing in exchange for him or her doing the same for you.
Become aware of the common writing roadblocks fitness pros face. It's easier to detect and correct errors when you know what to look for. Receive your free copy of 51 Need-to-Know Writing & Marketing Tips for Fitness Pros.
When writing educational or instructional tips for your clients, use a simple two- or three-sentence formula. This helps you get your message across with clarity and precision. Begin the first sentence with a positive verb; use the next one or two sentences to explain the "why" or "how." This foolproof formula comes from Paulette Ensign of Tips Products International.

Expert Sources

2007-06-20T13:14:00.000-07:00

Promising to Quote Experts in Your Queries: Is It Necessary?

Below is a great question from one of my clients about approaching editors with a story idea (i.e., a query).

Q: Do you have to have an "expert" for every article you query?

A: Nope. You don't even have to use an expert in the article if your own fitness expertise can back up your points. But if you are writing on a topic you don't know much about, then letting the editor know in your query that you plan to use one or more experts helps give the proposed piece more credibility.

For example, I just finished a piece on fitness bootcamps for a women's magazine. Although I teach many of the moves mentioned in the article in my traditional group exercise classes, I also interviewed and quoted a personal trainer who has actual experience organizing and leading bootcamp workouts.

In general, editors at bigger magazines usually want me to cite an expert even if the fitness info I am writing about is stuff I know because of my fitness background. An exception to this would be if an editor assigns a piece to you specifically to highlight your own fitness expertise and exercise suggestions.

If you feel that your piece doesn't need an expert, there's no reason to promise one when you query. If the editor likes your idea but feels you need to quote one or more experts, he or she will ask you to do so when assigning the piece.

Learn more about the art and science of selling your article ideas to editors: How to Write Winning Queries online workshop.

Get Published

2007-06-19T15:02:00.000-07:00

Your 30-Second Shot at Getting Published This Year

Thirty seconds. That’s the average time editors spend reading a query (i.e., article pitch).

How can an editor tell in half a minute or less if your big idea is worth publishing? Sometimes they can’t. It’s how you present your idea that makes the difference.

The more expertly “packaged” your idea is, the better your chance of stretching those first 30 seconds into 60 seconds, then 90 seconds, then several minutes or more. The longer an editor spends with your query, the greater your chance of turning that article idea into a published piece – and a paycheck.

So think about a query you’ve written recently (or want to write). What would reading it for 30 seconds project about you and your idea?

Would an editor be impressed because you nailed the voice and style of the magazine? Bored by your writing? Excited that your idea is so unique? Confused because your proposal is sparse on details?

Learn more about how to make the most of your 30-second shot at getting published this year (for the first time or more frequently) with my How to Write Winning Queries online workshop.