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

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

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.

The Comma: Truly Exciting Stuff

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

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

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.