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

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.

Why Some People Get Publicity and Some Don't

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

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.

How to Find Ideas for Blogging, Writing Articles and Publicity

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

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

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

Using Twitter for Marketing & Publicity

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



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

Writing Articles for Publication Can Be Scary

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?

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!

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

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"

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.

How to Pitch a Major Women's Magazine

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

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.

Publicity on TV

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.

Recycle Your Media Promotion

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.

Previewing Articles

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.