0:00

Hey, Polly today. We're gonna talk about marketing,

0:03

and I'm gonna give 3 top tips that I find myself repeating to young coaches

0:08

Gill. Lovely. Alright. So let's let's start by giving a

0:28

little overview of why the marketing piece is important. It's

0:32

it's often a bit of a dry topic when you're not

0:36

of the that it's an important business activity.

0:39

And I I think as a as a young coach Pt,

0:43

you often don't realize that it is quite pivotal in your

0:46

business. Because, you know, most of us can pick

0:49

up a handful of clients, just from our friend network.

0:53

Mh. Or those around people in the gym, etcetera.

0:57

But then when things get a little bit bigger, maybe, you know, you decide you wanna

1:00

sort of go after a particular a group, like a

1:03

particular subset of the population and niche if you will,

1:07

or you wanna build, like an online product

1:09

and start to you know, speak to more people or whatever or you go and open

1:13

a gym. Right? And then your marketing requirements

1:16

become more significant can.

1:20

And it becomes more important, and it becomes,

1:22

you know, saying and you're like, oh, fuck how do I do this? And so

1:26

social media, let's use that as the backbone

1:28

for this discussion because, what I say in the coaches cert is

1:34

that, like, social media is the

1:37

simplest, most accessible form of marketing

1:41

that we all have access to, and we do it every day. Most of us are

1:45

engaging with every day, I should say. So

1:47

and our market is too. Yeah. So whichever

1:50

have a platform that is for you. Right? Instagram, Tiktok ever. It's... You're there most of

1:55

the time. And so, you know, 1 of

1:57

the first rules marketing that you wanna be where your people are. So we can say

2:01

that's where our people are Right? And

2:05

further to that, I think there's this there's this tricky point

2:10

where you go from being a casual user of social media because it's fun and that's

2:14

where you, you know, network with people, whatever.

2:17

To then it being a business activity, and there's this awkward phase of like,

2:22

you're actually you you need to engage with it in a different way. Not all the

2:26

time. You can still use it for fun and chatting with friends and whatever. Mh. But

2:31

being that you're now doing it as a business activity, there is some kind of

2:36

that, like there's a responsibility or a consistency

2:39

that needs to occur in how you use

2:41

it so that it can be of good act.

2:44

Yep. Yep. For sure. And in that transition, that's where, I think a

2:49

lot of people screw it up or find it difficult to transition over because

2:53

you kind think, oh, this is so different. I need to be kind of a different

2:57

person. I find that. Yeah. You know? So to

3:01

just post something but it's you're just throwing

3:03

it out, there's just a picture of my daughter. Yeah.

3:06

But when it comes to doing your business, you kind of

3:09

stumble a little bit. Yeah. That's right. And

3:12

it's... Yeah. It's a it's... Yeah. I guess in that scenario, a lot

3:16

of people think I need to create a separate account. Yeah. I mean, like, let's do that. And

3:20

then, you know, whatever you can do that. Suggest not in the beginning. But, in any

3:23

case, alright. So I got 3 tips go

3:25

to it. First 1, and I I gave this to 1 of the coaches here at

3:29

our this week. Mh. He sent through some

3:32

marketing content Was like, hey, man. I'm thinking about making some videos around this and putting

3:36

them onto my Instagram. Can you review the the the writing and

3:40

tell me what you think. Mh. Really good.

3:43

Really nice. But first thing the jumped out, I mean, first bit of I gave him

3:47

was write it about them, not about yourself.

3:52

Alright. So the writing was. This is who I am. This is what

3:57

I believe in. I feel passionately about x

4:00

because my experience has been. Right? Gotcha. All about him. How would you

4:04

do it? Like what's a better way to do it.

4:07

Right at about them. Right? So them... So, you know, who are

4:11

they? Well, you already have an idea of who they are. Yeah.

4:14

You know, so, I don't know. You know, let's say they're let's say they're,

4:18

their young fathers, you know, struggling to balance life

4:22

and training and, you know, health and and

4:24

all that sort stuff. Instead of me being like, hey.

4:28

I'm Joey. I'm a young dad, and I'm,

4:31

you know, I have sleepless nights, and I

4:33

know what it's like to, you know, hold down because, you know,

4:37

I got a small business and 2 kids and blah blah. Mh. Versus,

4:45

I know you're tired, and I know that you struggle to balance

4:50

things. And

4:53

I I understand what it's like to feel

4:55

like you're doing a bad job of everything thing.

4:59

Father is tough, and then, you know, maybe

5:01

like, I'm a dad too, kinda like throw.

5:04

But would why'd you pick that topic and look at me like that.

5:07

Right? What do I do next Joey? What do I do?

5:10

Get your credit card. But you know, like... Yeah. Yeah. Totally. Yeah.

5:14

Like, talk talking to you. And it... So it's the same as if... So it's the

5:18

same as if... We're actually having a conversation. Yep.

5:21

And I'm like, and I'm showing empathy, and I'm like, bro.

5:25

I feel you. Yeah. I, you know? Yeah. It's tough man. Not... You know, I'm gonna

5:30

throw in little, like, yep. Do... I got too, But anyway, yeah tell me more about

5:33

you kind of thing. It's so easy to do that. Yeah, so easy. Because we're good

5:37

at, you know, we're good at talking about ourselves. That was a tip that John Marsh gave

5:43

me, which I gotta give him a shout out for that. It's pivotal

5:46

to talk about them. Big, you know, people aren't we don't... You

5:50

know, that... Like, you know, we're selfish in a kind

5:54

of, in a in a, not an awful

5:56

way. Yeah. You know, like, and so it's

5:59

like man. Give a fuck about you. You'd

6:01

maybe care at some point where you're like, well, you know, what makes you an authority

6:05

on this. And so then when you say, you know, I'm also a father of kids

6:08

and, and then you're like, hey, cool, give some credibility, but on the whole, makes makes

6:13

so much sense. And I guess you're... We're talking about... Like you said, it's marketing, it's

6:17

where you're going into putting something out there

6:23

with hope of capturing the attention of an

6:25

audience. So I guess you're making these very

6:28

conscious adjustments because you want to

6:30

you wanna catch someone's attention, and you want to build some rapport with

6:34

them so that they can come into your your scope more.

6:38

I think that's a super I could do that more.

6:43

Yeah. Feel free to avail this. I, yeah. Is wonderful 3 tips.

6:48

Second 1, and this 1 is this 1 is paramount

6:52

in. I think anyone that's in

6:55

industry. Mh doctors, ph,

6:58

personal trainers. Speak to your people.

7:05

Don't speak to your work colleagues. Let me clarify that. Even further.

7:14

Don't give me all the technical

7:19

bullshit that shows that you know everything about

7:23

shoulder function, you know, the importance of scapula

7:28

station and internal rotation. Like,

7:32

because the person that needs hear it, and the

7:36

person generally that you're speaking to doesn't understand that shit.

7:41

Mh. All it does is just lose them. Whereas,

7:46

we often feel like, particularly in the training

7:48

realm that we have to talk in a way other coaches will respect. You're trying to

7:52

show the other coaches that I've got clout. I know what's up.

7:56

I'll talk to you about, Fucking, you know,

7:59

it's also, you know, fema relationship in the squad. You know, you're kind

8:04

thinking of... Yeah. You're thinking of your your

8:06

colleagues and the critics critiques of your colleagues writing it. That's right. You're you're you're totally

8:10

writing from... You're generally writing from a place of insecurity

8:13

because you're concerned you're gonna be judged. And

8:15

you also think that all of your colleagues

8:18

are reading your content. I mean, they're not.

8:23

They're looking at it. Right? They're like, cool, But I don't give a fuck like know

8:26

If you post about the squad, I'm like, that's I'm like,

8:29

I'm there to support you. I'm, like, that Sick Poly like that you posted some... I

8:33

like the video like I don't, you know, I doesn't already know what you think about

8:37

the squad. Generally, it doesn't mean say you

8:39

can't point out you know, some technical aspects

8:42

of it, but keep it really simple and relatable to audience exactly. Really simple.

8:47

And I find people who do this the most like

8:50

ph therapists who are just sort of finding their feet

8:54

on so social media and they just... Because they... You know, as personal trainers and stuff,

8:58

we're not we're not highly technical. Like, we're

9:01

not highly trained in any of that stuff. So, you know, we... Maybe we try to

9:05

flex a bit more. But Ph and stuff

9:07

have been through, like, 4 years of this shift.

9:11

They have all the technical understanding. Mh. They

9:13

just spill way too much. You let, brother

9:16

you're losing me. Yeah. I just wanna fix my social.

9:19

I don't wanna become a fucking. I don't wanna read this and become an

9:23

exercise physiological. It's the type of thing of, like, tell

9:27

me you're in a epidemiologist, without telling me,

9:31

ph therapist, rather? Yeah. Without telling me.

9:35

You know? They feel probably like they they have to

9:39

separate themselves from the Pt. Yeah. From the

9:42

Pt from the influences. Yes. So maybe they

9:45

should just say I'm a ph therapist. He's 3 simple tips. Well, the the Irony

9:49

2 is that they're have to separate themselves

9:52

from the influencers by becoming an influencer.

9:55

So, you know what I mean? Like we're all deciding to play that game. Yes. You

9:59

know. But but, you know, this also I

10:02

got... I should've have said at the start. This extends outside of

10:05

social media. Right? This might be email, marketing.

10:07

This might be, you know, this might be you writing up

10:12

some content for posters that go in your gym or,

10:15

you know, a flyer that you give to new members to an, you know, like, this

10:19

all really applies to any kind of any

10:21

kind of copy, you know, writing copy.

10:27

Yeah. Like that 1. God damn it. I

10:29

feel like you're running this list for me. I've been guilty of that for sure. Also

10:33

is a good reminder. We all have. Then the third 1,

10:38

and this is probably more specific for social

10:42

media. And, you know, podcasting whatever,

10:45

but don't be afraid to repeat yourself regularly.

10:49

And I'll give you a good example of this. 1 of the greatest

10:54

social media influences of our time, James Smith

11:00

What does he consistently talk about in seemingly

11:03

every video of his that you watch? You're talking about weight loss

11:09

Yeah. Mo is mechanism for weight loss. Fucking,

11:14

energy and energy out. Yeah. And he's like, everything else is fucking bullshit, energy balance calorie

11:19

deficit. Mh. Do you think

11:22

that when James Smith sets out to make a video, he's like,

11:26

I've been talking about calorie deficit. It's quite a bit lately.

11:29

Need to come up with something else. Like, how many videos do you reckon that

11:34

guy's done on cow you watch them. Right?

11:36

They come along. They're still great. He's entertaining. It's entertaining. You're like fox slick video, like,

11:41

oh, got my attention. It's got an accent. Yep. That's right. He's, you know, like, got

11:46

it all going on. So

11:49

people need to be told consistently,

11:52

you know, about the things that... Like, if we're trying to

11:55

influence people to live healthier and move their

11:58

bodies more, embrace strength as a concept, you know,

12:03

build a lifestyle around exercise and whatnot.

12:07

We need to remind them of that all

12:09

the time. Because, you know, there's so many reasons why. 1

12:14

is they might not have seen the other 17 posts you on that. They might have

12:18

just started following you today. Mh. But the

12:20

second is, you've told them 17 times, but they still

12:24

aren't doing it. Right? Yeah. Yep. The other reason is or another reason is

12:31

they just need to be told consistently because it's easy to drop off. So you just

12:35

reinforcing holding people accountable. You know, the algorithm may not have brought

12:40

that post to them. They might have been falling phrases, but they see that video or

12:44

get that email or whatever. For all the

12:46

people I follow. I didn't don't think I've ever thought to myself, oh, they're repeating themselves.

12:51

No. Either, Like, when have you ever felt

12:53

that way. You just know that that's what they're about.

12:57

Pretty much. What is what do you know? What's range of strength message? Like, what, you

13:01

know, what a... If James Smith is Calorie

13:03

deficit said Energy balance, What's range of strength stuff? Oh, I don't don't look at his

13:07

so much. Okay. Okay. What someone? You give

13:10

me someone Maybe if we do follow the same people?

13:13

Oh, ranger of strengths. He's skin flexible and staying jacked. Yep.

13:18

Yep. I think he's, like, fuck I've been talking about

13:21

stretching and and strengthening quite a bit lately. Need to come up

13:25

with something else. No. Right? That's what he's brand's about, and it

13:29

keeps the message nice clear. He's got all the fucking strong man stuff

13:35

in there. Yep. Which is awesome And usually,

13:37

it's flexing the same message inside of it, which is,

13:41

you know, range through... Like, strength through fucking range. Yeah.

13:48

Things I'm writing these notes down. I'm taking that book off here. Yeah. I

13:52

mean, it's pretty it's pretty similar. Because you get to the account and do some content.

13:55

Right? Come Let's let's shoot shoot some stuff.

13:58

And then you're like, fuck, I need new ideas, man. Mh shit. It's hard to come

14:02

up with new ideas. I you don't? Actually,

14:05

you know? And that water down your message potentially if you're just doing something different... I

14:09

mean, you have your pillars, but you wanna stay

14:11

gonna keep consistent and somewhat in the middle.

14:14

Yeah. Your message. Yeah. Yep.

14:17

You know, you you're not, like, your

14:19

people aren't looking at your marketing in a

14:22

vacuum. It's not just them in a dark

14:24

room and then whatever you post on Instagram coming to their.

14:29

You know. Yeah. They got all this other shit. All this other shit that is on

14:33

that platform is on their phone is in

14:36

their life. In their workplace. And you're just 1 little fucking thing. 1

14:40

little messenger that's trying to get your message through.

14:43

So you're actually doing yourself a disservice if

14:45

you're trying to cover new ground all the time.

14:49

I've I've freaking... You can scroll through

14:52

like 10 posts in 5 seconds

14:57

You go through it really quickly. Yeah. And that that's not even a fast pace. That's

15:00

just like kind of waiting for something to stop in hit. You do go through this

15:04

this is hitting home. Yeah. Just wait for James Smith to be like,

15:08

Calorie Deficit. Cal... That's right. And you're like, tell me more brave. That's right.

15:14

That's it. That's my 3 tips for today. I like it. I got more, but let's

15:18

just keep it at that because I want, you know, I want it to be very

15:21

digest for folks. It's not like a... Something that I I

15:25

think straight away. And I guess it's a tip as well,

15:28

not to say I'm anywhere near mask Or... But it takes practice really. Like I look

15:32

at those, yeah. It takes time, for instance,

15:35

the writing the first point like, you know, you're not gonna mask it

15:40

straight away. You have to you have to keep... You have to do

15:43

it and get some reps with it, and it's gonna get better over time.

15:47

You always taught me that that type of getting into a a

15:52

routine with it and getting it out there. Is just basically sharpening you sort all the

15:57

time. So every time that you do it, maybe

16:00

it's not perfect. You're getting better all the time,

16:03

but there's this whole thing that when it goes out, it is public, so it's supposed

16:07

to be perfect at that time. But how do ever how do you ever

16:12

get feedback on it? If you're, you know,

16:15

waiting for to make the the perfect post all the time.

16:18

So that's right. I guess what Saying, like, you just got... You just gotta do it

16:21

and put it out there and know that you're gonna get better over time. But it

16:25

also... It also is perfect every time. You're

16:27

just your perfect gets better. Do you know

16:30

what I mean? Because... Well, because you can't,

16:32

like, if you're writing, if you're, you know, making

16:36

a real and putting some some captioning on

16:39

it. Like, sure you're gonna look back at that in

16:44

3 months time be like, I could have done that way better. Mh. But that was

16:47

the best you could do at that time. Yes. You know what I mean? Yep Yeah. So

16:52

then so then the the question is, like, well,

16:56

are you trying to talk... Like, my English will hope improve as I get

17:00

older. So the quality of how I speak in

17:03

a conversation with someone will be better... I'll

17:06

look back at how I spoke on these

17:08

and be like am. That was some rough

17:10

shit. Does that mean I shouldn't do the podcast

17:14

now? No. You know what I mean? Yeah. So it's like, you've got a message. If

17:17

you have a message and you believe in it, then share the... Share the message. Mh.

17:23

Yeah. You know, There's, yeah. There's it's a lot in that.

17:26

The habit huge and just not giving a

17:29

fuck what other people think. It's big. But, let's save that... Let's let's dive into those

17:32

on the other 1. Yeah. That's cool. Yeah. It is a big game, but I think

17:36

it... When you go back to the start, and you're just saying about the marketing thing

17:41

it becomes such an important part of

17:44

a coach business. Oh, it's fine. It's 1 of those. There's

17:48

a lot of things in coaching and j

17:51

that are part of delivering it that you don't really look at

17:56

the beginning. But at some stage,

18:00

it's gonna hold you back from progressing into, you know, wherever it is more climb

18:05

science or into a online business from face to face. And you

18:10

kind of, oh, you have to address the market thing at some point.

18:14

But as you were saying, like, we're kind of always doing

18:18

some sort of marketing of of yourself

18:22

just as a person, you know? You're

18:25

a coach, you're trying to be a likable

18:27

person you a relatively normal human being.

18:32

So you're just putting something out. I guess it's just when you're trying to dis steal

18:35

it into a written message. Sometimes it's like

18:38

a little tricky, but it's it's kind of

18:40

the same thing. You're just trying to transfer that into another medium.

18:44

Yeah. You know, the other thing to makes it

18:48

tricky there is we've all been trained to

18:50

write in a particular way we've all been trained to write as we were taught in

18:53

school, Mh, which is like essay sa format.

18:57

Mh. We've not whereas copywriting

19:00

is should be conversational, should be

19:04

written in the way that I'm speaking that we're speaking to each other now. And when

19:08

you say should be, do you mean for a particular platform,

19:11

just generally speaking for audiences, it's that way or... Is it... It should

19:15

be that 1. It should marketing. It should

19:17

always be that way. You're trying to reach. Well, you're trying to, like,

19:22

you're trying to speak to people. Yep. You're

19:24

trying to you're trying to, like, get in...

19:27

Get into their head, whereas if you read, like, if you read

19:30

Michael any of Michael Salt academic papers.

19:34

They are... I mean, they're readable,

19:37

but an academic paper is very hard to read.

19:42

I've been trying to read a lot of them lately. Right? Yeah. Like, you know, obviously,

19:45

if I were an academic it it'd be a lot easier. But because they've written

19:50

in a format that is, like showing you

19:53

are of that standard. Mh. But when I'm talking to you, I have

19:58

incomplete sentences, I have pauses.

20:01

I don't use the correct grammar. And so

20:05

that was definitely how we were weren't not

20:08

trained to write in school. It's true. You

20:10

know? So, yeah. I think learning how to

20:13

write in that way is is also a huge thing for people to

20:16

get used to. Unless you're

20:18

an academic or you... Like, unless you're a

20:21

coach who's looking for that want that small

20:23

niche of absolute weeks who want all of that

20:29

technical shit. You're like, I'm gonna out to find those

20:32

people. Yeah. But there's there's probably still a

20:35

middle ground. Right? Where you can you can express all of that, but it can still

20:39

be engaging And because

20:42

I would also say that even like a

20:45

like Michael Salt, if he's on social media.

20:48

He's still there for the same reason you and I. He's just looking for a bit

20:52

of an escape and some, you know, quick fucking

20:55

dopamine hits or whatever. Yeah. So... But, you

20:58

know, when he's sitting down and and I don't know reviewing, like Google Scholar, he's looking

21:03

for a different thing. So I think it's still you, you know,

21:06

like, even though we have different levels of whatever, we still need to

21:10

ride in a way that is engaging and easy to get into. And that doesn't mean

21:13

you share concepts or flexi your knowledge. It's

21:16

true. So true. What's the name of the astro? Is this

21:20

the black dude? Neil g Tyson.

21:24

Yeah. He's got away about it. Yeah. He's 1 of the few that can

21:28

take astro. He and dumb it down in a way

21:32

that's extremely adjustable County, and he doesn't lose

21:35

his position. I it admired because of it.

21:40

Yeah. Yeah. Yeah. That's right. You know, you

21:43

Malcolm Glad would be another example, Mh, you

21:47

know, you've all know a Har ferrari, the guy the wrote sapiens

21:50

you know, they they can, like, present these

21:52

huge ideas in, like, really

21:55

easy to understand terms. Yep. And so... Yeah, I think that's like, that's

22:00

the that's not golden key right there. Yeah. Like,

22:04

that's the that's the highest level. Yeah. Type of thing that's what you're striving for,

22:09

which is... You could say that's what you're doing in your coaching realm all the time,

22:13

You know? You, yeah. You're trying to get something

22:17

potentially very complicated and very difficult

22:21

to show up in training and you're trying

22:24

to do that by queuing in a certain way,

22:27

designing your language of your program in a simple way to actually get the result out,

22:31

not necessarily to bog them down with too much information.

22:37

Yep. There it is. Hey how speaking of marketing?

22:41

If you are listening to this and you are interested

22:44

in the idea of owning a Jungle alliance, Gym someday. Mh.

22:48

You can sit down with me for 20 minutes, and I'll walk you through the journey,

22:52

no obligation. If you just wanna know how that process works. Maybe you're interested in someday

22:56

doing it. Let me know, info, a jungle

22:58

alliance dot com, and we can book it in. How did the weekend go?

23:03

Weekend went really well. Yeah. The internship. Yeah.

23:05

Great. Yep. We had 10 humans in here.

23:09

Some new coaches from the gym, potential new

23:12

coaches, couple of people from Pedro gym. We at returning crew from Newcastle. Maddie was

23:17

Yeah. Was sick. We've got the jungle alliance

23:21

gathering coming up to you. We do. That's

23:24

only a few weeks away? It is...

23:28

Yeah. Like 6 weeks away. Okay. Cool. Thank

23:30

you. Maybe it's gonna be fun. Yeah. Late late July.

23:34

Yeah. It's gonna be good. That is our exclusive event for Allied owners.

23:39

So be the first, it's gonna be our our mid year Christmas

23:42

part for the gym bosses. Is gonna be loose.

23:46

A little bit, bit of loosen bit of

23:48

professional development, trying to strike a nice balance

23:52

much like our Christmas party. Yeah. Not always a good balance there, but