Incase you prefer reading – here’s the video transcript!
Have you ever created a piece of content on your website or blog, or perhaps even in your studio and have no one read it?
It may have been an article to help them with their health and fitness goals, or it may have been a newsletter or a recipe and you didn’t get the response you were expecting. There’s nothing worse than putting time, effort and energy into creating content and then having no one even look at it.
In today’s video we’re going to take a look at some popular fitness magazines to show you how the experts do it. Now, when I say experts, I mean people who are paid to write headlines that get people’s attention. I’m not saying for a second they’re fitness experts. I don’t want you to start promoting quick fixes, like you’ll see in a lot of magazines, but what I want to show you is just how important it is to get people’s attention by appealing to what they want and then give them what they really need. That’s what this video is all about. How do we get people’s attention so the content we create isn’t ignored, and then I’m going to show you how to create your own killer content to get your audiences attention.
Then I’m going to show you how to then use this content to help you generate leads and clients.
We also created a free headline swipe file for you which is kind of like a cheat sheet for writing blog posts.
It provides you with a step by step guide on how to write killer content that your audience will love. Click the image below to get your copy now.
In this guide you will discover;
1. 10 “just do it” headlines which will immediately stamp your authority in the health and fitness space
2. 5 “mistake” headlines you can deploy to make people aware of all of the mistakes their making daily in their health and fitness regime, plus…
3. Fill in the blank templates… and 48 examples you can “copy and paste” straight into your next piece of content…
4. Plus Heaps More…
For a website or blog to contribute to the success of your business, it has to impact upon its readers and the only way it can do that is if people read it in the first place. The simplest way of getting people to read your blog is to incite curiosity from the first word. To do this, the most important thing you need to do is to learn how to write killer headlines. The headline is the most important part of a post, because it piques people’s curiosity and encourages them to read on.
Contrary to what you might think, this doesn’t require the skills of a gifted wordsmith or a Bachelor in journalism. Some of the most lauded journalists in the world are terrible headline writers.
All it involves is filling in the blanks. There is a whole library of templates out there that have been churning out effective headlines for decades. They mightn’t be original but when it comes to writing headlines, originality isn’t important to the success of your blog, you need to implement what works and what works is using tried and tested headlines. None of those irresistible headlines you see on the covers of Fitness Magazines or Cosmopolitan magazines are new. Most of them are over 50 years old.
They might change the wording and modernise the language, but the core ideas are pretty much the same and they’ve simply been used over and over again by popular magazines, newspapers and blogs all over the world.
Let’s take a quick look at a couple of fitness magazines to see how they do it. Why? Because fitness magazines always write on topics that are of interest to a lot of people, they’ve tried and tested a lot of topics and generally they have a good idea of what sells, and what sells, is what people are interested in.
Here’s a quick side note – Some of these headlines are absolute BS, you know it and I know it… There’s no miracle cure to reaching your health and fitness goals and sometimes these magazines promote a lot of quick fixes that just don’t work – that’s not what I’m explaining here. What I’m showing you is the style in which things are written that get people’s attention. It’s up to you to write headlines that are authentic and honest, and simply structure them in the most effective way to get people’s attention. Remember, the headline is simply aimed to get their attention so they read your entire article or advertisement.
So, first we take a look at the smart guide to weight loss published by Women’s health.
In the opening section of this magazine we’ve got;
- Seven simple rules that will reshape your body for life
- Fit & toned in 31 days
- 15 minutes to your leanest, hottest body and
- Secrets of successful weight lost… and the list goes on.
Then we take a look at Shape and in here we’ve got
- 30 best value foods to improve your workout
- Trimmed & toned in 23 minutes,
- Top nutritionists share what you need to know about saturated fat
Then there’s Women’s Health & Fitness
- Where you can lose 2kg without trying – all you need’s a teaspoon.
- Walking vs. running: Which is really better for fat loss.
This is such a hot topic because it’s a question people always want an answer to. So we can start to see that magazines get people’s attention because they write on topics that people want answers to. So if you’re struggling for ideas of what to write about, visit your local newsagent or newsstand and grab a fitness magazine, or visit popular fitness blogs and get ideas from them.
Finally Fitness First Magazine
- How you can train to get stronger, leaner and fitter as you get older
- Top 10 ways to improve your fertility.
I think that will do for now but you get the gist right?
So let’s put these away and get into;
How you can create killer content to get more clients
As a fitness professional, what’s important is that your blog and content cements your status as an authority in the industry, an expert voice that readers can go to for valuable tips, trusted advice and useful information. There’s so much information out there providing people with health and fitness advice and it can all get too confusing so become that go to person that people can go to for advice and this will ultimately help you get more clients.
What’s really important is that whenever you write any content or any headlines for your article make sure you imagine the person who will be reading it. Don’t write it in a language you understand, write it in a language that they’ll understand. This is so important when it comes to health and fitness because your audience are generally not trained in all the technical terms that you use every day.
So, we’ve put together a free PDF document for you, to show you how to write killer headlines for your articles so make sure you grab a copy of that at the end of this video. Before then, I quickly want to run through some of the best types of articles you can write for your audience.
First up we take a look at;
“How To” Articles
How to articles have proven themselves effective time and time again. They are an indispensible tool for fitness blogs because they immediately stamp your authority on topics relevant to your industry. Because there are so many blogs written like this, try to make it more appealing by offering something specific. One way copywriters do this is with the inclusion of the word ‘without.’ Or ‘even’. By inserting the word ‘even’ into your headline, you are predicting the reader’s excuse before they’ve even had the chance to, thus denying them permission to use it. Without permission to use their go-to excuse, they’ll have to read your insightful blog on how they can fit a healthy life into their lifestyle no matter how busy their life or whatever their excuse may be. For example a lot of young professionals use the excuse that they don’t have time to exercise because it will take them away from their career which is their top priority. So writing a headline like this “How to get fit and healthy even if you have a hectic work schedule” or like this “How to get fit and healthy without jeopardising your job” is likely to get their attention much better than a headline like “How to get fit and healthy”. Make sense? We’ve got heaps more examples like this in our headline hacks pdf so you can write headlines like this to suit your audience.
Next, let’s take a look at;
The Mistake Headline
This type of headline works very effectively, especially in the fitness industry where people need to be made aware of the mistakes they make in their diet and in their fitness regime. Whether it’s a fad diet they heard Kim Kardashian is trying out or it’s a workout that could lead to injury, it is your job as a professional to set the record straight. And the most effective way to do this is to highlight the mistakes being made. So an example here might be, “Ignoring Your Health? The #1 mistake you’re probably making that could impact your career” or it might be “The biggest mistake people make when they follow celeb diet tips”
Also, debunking myths is another way to create a great headline that warns people of false information being circulated. There are so many articles out there promoting weight-loss products and diets that don’t work. It’s your job as an expert in the industry to call these articles out on their BS and guide the public towards a way of life that will actually improve their health, not endanger it. So you might write an article with the headline
Weight-loss Myths: Which are true and which are false
Finally, let’s take a look at writing headlines written as Lists.
List articles give readers the assurance that this will only take a minute. In a way, a list article is like reading through a series of headlines. People, for whatever reason like summarised information tied up in a neat little bow.
So, some examples you might use are;
- 7 things young professionals must know to avoid burnout
- 5 Easy ways Mums can Work out with their Kids
- 30 best value foods to improve your workout.
The List goes on, so to speak. There’s heaps of great ways to get the attention of your audience and to be honest, it’s as easy as filling in the blanks. If you want to really help your audience then you’ve got to be able to get their attention otherwise you’re website or blog will never been seen. Creating good content is a great way to show your expertise, to offer value and to help you generate clients on a consistent basis. You can create a great article once and use it again and again to get new clients. That’s why this is so powerful. As I mentioned at the beginning of this video we created a free pdf for you which is a collection of some of the best headline templates ever written, along with a few examples of how to make them work for the fitness industry. What’s so great about it, is how simple it really is, you simply have to fill in the blanks.
Hopefully you can see how easy it is to create your own attention-grabbing headlines. Always remember that the blogs that go viral aren’t necessarily the ones with the best headline but the ones with the best content. A great headline is designed to get your article read, but a great article will get it read, liked and shared. That’s what’s ultimately going to build your reputation as an expert in your field which in turn will help you generate leads and clients on a consistent basis. At the end of this video you will see the link where you can download your free cheat sheet for writing content that goes viral, so grab your copy of that!
Thanks so much for watching and I’ll see you again soon.
(Click the image below to download your free copy of our fitness marketing swipe file)