One of the first steps of building your business is to get known and one of the traditional ways of doing that is placing ads in newspapers, magazines, on the radio and even tv. While this does work in creating greater brand awareness, it can be costly and doesn’t go much deeper than awareness. Potential clients/members don’t really get a sense of what you and your business are all about.
Another way to get known is to get out into your community and work with local charities. There are opportunities all around, from homeless shelters to educational organizations, that can give people a sense of who you are and what you are all about.
Start by looking for not-for-profit organizations that align with your beliefs. Next, look to see how you can support them. Of course, most will certainly take financial donations, but, for many new businesses, finances might be tight. These charities will often also need:
- Volunteers to help on a daily basis (people in the community get to know you and like that you are helping out with this charity)
- Volunteers to help with specific charitable events (like the previous, people will get to know you and, if you have less time, these events don’t require a daily commitment)
- Donations for various raffles, auctions, etc. (this is a perfect way to showcase what you offer. i.e. donate a starter package of personal training sessions that is “valued at $X” or a week of unlimited group fitness “valued at $X”)
- Locations to hold a charitable event (here’s a chance to get people into your space that you might not get there otherwise)
- Local businesses to hold their own charitable event with the not-for-profit as the beneficiary (here’s a combo value, get people into your space, showcase what you do, and show support for the not-for-profit. i.e. hold a bootcamp where all of the proceeds go to the charity)
Now, some will say that if you are doing this for your benefit, it’s not really charitable. Of course the same can be said for charging for personal training. If you are personal training to help people, why are you charging? The answer? We do what we believe is good. Our “why” is to help. At the same time, we also know that we must make a living which includes charging for personal training and gaining a little social currency for ourselves and our business. This does not diminish the good that you do. It is a win/win for everyone.
So get out there and lend a hand. As the saying goes, you can “do well, by doing good”.
At the writing of this article, these things are in the news:
- the US is experiencing an unprecedented heat wave
- the ‘Avengers: Endgame’ passes ‘Avatar’ to become biggest movie ever
- it’s 50 years since Apollo 11 landed on the moon
- it’s National Ice Cream Day
- Marvel announces at San Diego Comic-Con, its Phase 4 projects including the vampire hunter, Blade, to be played by two-time Oscar winner, Mahershala Ali.
“Newsjacking…”, in the words of David Meerman Scott (who wrote a book with the same name) “… is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”
We’re having a heat wave and it’s National Ice Cream Day! What’s a person to do? Enjoy! It’s nothing a little Group Power won’t work off tomorrow morning. 😉 #heatwave #grouppower #nationalicecreamday #icecream #iscream#onlyineaston #jivafitness
So, what this means is, that by using trending, searchable terms (now easier with hashtags) such as #nationalicecreamday, or #heatwave, more people are likely to see your marketing and take notice of your business.
Example of Newsjacking and how it can give more attention to your marketing efforts: Instagram search for #nationalicecreamday
Another benefit of utilizing newsjacking techniques is that it can be a timely way of creating a little fun with your marketing.
Note: I would recommend staying away from polarizing topics such as politics and religion.
For a little more on newsjacking, check out The Art of Newsjacking (And Its SEO Benefits) by Ramona Sukhraj
I know that I’ve posted about this in the past, but it keeps coming up and it still gets under my skin. A pet peeve of mine is hearing personal trainers continually say “good” to their clients after each set. The issue I take with this is that it is generic feedback (actually, it’s hardly feedback and more of a simple acknowledgement of completion). With generic feedback, the client learns nothing and nothing in particular is reinforced.
Try this instead. Look to comment on the particular skill you were having the client focus on. “Great job keeping your chest up.” “I liked the way you pushed through your heels.” “Your posture was great throughout those reps. Super job!” The fact that the feedback is specific to something that you were working on with the client, makes it far more valuable to them than a generic, “Good.” Even if in your own mind the “Good.” refers to that particular skill that you had just been discussing, saying it again reinforces it more.
Don’t settle for “good” when you can be “great” … at giving specific feedback to your clients.