Category Archives: How To

How To Make Videos That People Want To Watch

By | Business Help, Digital Marketing, How To, Julie Weldon, Marketing, Social Media, Videos | No Comments

There’s a lot of noise out there in social media land. Everybody is wanting to jump in and contribute their two cents.

“Blogs are popular? I’ll write blogs.” “Videos are the new thing? Let me get out my phone and create some.” Problem is, a lot of times two cents equals just that… not much. Just more noise to clog up your feed.

We wrote an article a month ago about How to Use Video To Generate Leads, now let’s take that blog post a step further.

One thing is certain, all videos are not created equal.

So how do you create a video that stands out above the noise and gets people to want to click and watch, and ultimately buy what you’re selling?

I googled the most viral YouTube videos of 2016 to see what made them so contagious. I wanted to know the themes, the components that made them irresistible.

Here are a few things that stood out to me:

  • They tap into an emotion – either hilarity, happiness, cheering for the underdog… viewers love having feelings and emotions stirred up.
  • They make you smarter – they educate, inform, and give you useful knowledge to be the hit at the next dinner conversation.
  • They have cute kids in them – because who doesn’t want to watch a cute kid be cute?
  • They are like a bad trainwreck – you know you should look away, but something makes you keep watching until it’s over.
  • They are relatable and personable – you usually find yourself wanting to become friends with the person or people in the videos because you are “so much like them”.
  • They are authentic – your videos actually don’t have to be perfect and professional, but they do have to feel “real”.
  • They are entertaining – humor is a great addition to any movie. Add in bloopers, keep in “mistakes”.

Another point to note: it’s an extra bonus if you make your video engaging without any sound. You can do this by avoiding dialogue altogether, or making sure that you include high-quality closed captioning (you can outsource this or do it yourself).

The truth is that nobody will care (and click) if you just turn your video on during a class and do a pano of the activity. What they will care about is if you do a close up of someone (who looks real and relatable) hitting a PR while everyone around them cheers. Or if you do a fun educational video about nutrition that is funny and endears them to you.

Like all things in business, your videos need to have a strategy and serve a purpose.

If you’re not shooting videos to promote your business, now’s a good time to start. And if you are capturing things on video, take your video’ing up a notch and include at least one thing from the list above.

Don’t just add more noise for the sake of “doing videos”. Instead of being noise, make your videos sing and be like music. When you do, people will watch and want to be a part of what you’re doing.

Need help with your marketing? We’d love to talk with you. Click here to schedule a free call with us!

Is A Goal Setting System Possible For Your Athletes?

By | Building Community, Business Help, Culture, How To, Julie Weldon, Leadership | No Comments

If we were to have a candid conversation, we would admit that for the majority of people, if not all, personal goal setting is tough. Actually, the setting of goals isn’t the hard part, We all know what we want to do differently – more, or better, or less. It’s the follow through where many of us drastically miss the mark.

But it’s even harder to do with your athletes.

It’s hard because you can’t control them. You can’t control what they do and don’t do. You can’t make them get in their car and drive to the gym. You can’t be with them every meal to help them make good choices. You can’t force them to read your blog posts and increase their learning.

I’ve spoken to a large handful of respected gym owners to get their take on setting goals for/with their athletes. Their responses have ranged everywhere from “I have tried having goal setting meetings but it just never picked up traction.” to… “We just have them post on a whiteboard in the gym.” to… “We’re trying something a bit new since we haven’t had success in the past. We’re going to assign a coach to each member….the one they tend to see the most, then we’ll have quarterly 10 min meetings to set goals at the beginning of the year and update them as the year goes on.” to… “We have them complete a 13 week success guide where they have to attend 3 sessions/week and they have to reach a goal; if they complete this, we’ll sit down with them for a longer session.”  The actions and comments varied as much as the weather, but for good reason, what works for one may not always work for another. What everyone agreed to though, is the importance of knowing – and listening to – your athletes.

If you don’t have an established process for setting goals with your members, know that you are not alone. Many in this industry are trying to figure it out just like you.

But here’s the thing you have to let sink in… Your clients aren’t buying your product, they are buying a feeling.

Read that again… Your clients aren’t buying your product, they are buying a feeling. As awesome as you make your gym, that’s NOT what they’re buying. They’re not buying a great coach, or the best programming, or a clean gym, or whatever else you’d fill in the blank. There may be the rare few who are specifically buying good coaching because they want to compete, but even that I would argue is them buying a feeling.

They are buying the feeling they get (or have created in their minds) by utilizing all those things above. So, sure… all those things matter. They matter a great deal. Especially when you’re trying to differentiate yourself from the guy down the street. But, once again… that’s NOT what they’re buying. They want to be known. They want to matter. They want to feel better about themselves. They want individualized attention (which is why they don’t choose the big, inexpensive gym down the street).

What all that means is you have to be able to identify the feeling they are looking to achieve. You have to know how to ask the right questions to get to the root of why they want to come to your gym. Is it to fit better in their jeans? Is it to feel attractive again to their significant other? Is it to have better sex? Is it to be able to keep up with their grandkids? Is it because they suffer from depression and working out is one of the few things that helps? Is it because they want to not follow the same path of unhealthy living that their parents took? Whatever it is, if you get them to name it, you’re 85% there.

Ultimately, you want to help them with a mind shift. If they keep the same attitude, doing the same things the same way, they’ll never change.

So, as we think about 2017 and how to go about helping our athletes be known and make changes in their lives, we encourage you to start small. Push yourself, but start small. Don’t try to create and execute on a totally new system where you meet with every one of your 150 athletes in the next month for individualized goal setting sessions so you can track them throughout the year. That’s too much. You’re going to get overwhelmed, frustrated, and your efforts are most definitely going to fizzle out.

Just take one or two steps forward. What did you do last year? Nothing? This year, do something. And then once you start seeing progress, you’ll find yourself beginning to think bigger and bigger.

So let’s break down a few points of entry where you can start. There are many, many ways you can go about helping people set goals – many apps, templates, etc. –  but let’s just look at three different levels of approach, depending on where you currently are today.

If you have nothing in place, start with Level 1.

Level 1Begin by having a 1-on-1 10-15 minute conversation with your athletes.

We’ve learned that it’s not safe to assume that every gym owner gets out and talks with their athletes beyond the programming. So, if you don’t regularly interact with your members, start talking with them. Break them out into manageable groups (maybe 10/week) and then intentionally determine times to meet/talk with them. Can be a scheduled meeting, or it can be an after class conversation where you focus specifically on asking them questions. Be curious. Enter in. Invest. (Remember, they want to be known by you.) And, when a new member comes in, sit down with them and ask questions like “Why did you decide to come in?’, “What’s something you’d like to get out of being a part of what we’ve got going on here?”, “When was the time that you felt really good/your best?”.

One idea for this is get a notebook that is specifically for jotting down notes about those people you have conversations with, or create an Excel spreadsheet, or make notes in your Hatchbuck CRM software. It doesn’t have to be difficult, just write their name and a few bullet points about what you heard. Then each week or month, review your notebook and remember to ask how they’re doing, or write a note. You can automate it by creating reminders. Just be intentional with this and do it. I promise you, this will produce a significant return on your investment of time.

Realize that some people have no interest in you helping them set goals, they just want to get face time with you.

If you’re already intentional about meeting with your athletes and “hearing” them, then consider Level 2…

Level 2Get a whiteboard (or paint your wall to create a whiteboard) and begin having your athletes write their goals.

Having visuals is always good and helpful. You’ll want to be sure to combine this with Level 1 activity because on the whiteboard they’ll write public goals, but in the 1-on-1 time, if you’re asking good questions, they’ll share their more personal goals. The two combined can be a powerful agent of change.

If you’ve already got some kind of visual representation of tracking people’s progress in place, check out Level 3.

Level 3 – Set 1-on-1 quarterly 10-15 minute meetings with each of your members to track the progress of their goals.

These meetings can be with you or you can assign athletes to coaches for regular, intentional conversations. You have a structure you follow for these meetings. You can set up an automated goal crushing campaign with regular reminders for check-ins and automated emails to keep them on track and motivated.

The benefits of regularly connecting with your athletes are many. To name a few… they feel heard and understood, you keep close to the pulse of what they want and need, you know them better so you notice when they’ve been absent, you differentiate yourself from the gym down the street (because 9x out of 10, they will not be doing this), and you can use these conversations to let them know of all the services you offer that would be helpful to them in a non-salesy way. It is an investment of time, to be sure, but what is a greater deposit into the relational capital of your gym than you being purposeful in helping each member get where they want to go?

Investing your time and energy into your members isn’t only about seeing the rewards you get from it within your business. It’s more about determining the costs you are willing to pay to get those results. What is their success worth to you?

An Opportunity to Implement Change in your Business

We are going to be launching, through our Hub platform, a Set & Crush Your Goals Challenge at the beginning of January. We’ll create a course in Hub where we’ll walk you through Setting & Hitting Goals. It will include templates, tools and resources to help you create and track your goals. The first two weeks, we’re going to be helping you set and develop a routine for your personal goals. The following two weeks, we’re going to be walking you through setting up a system to help your members determine and hit their goals. This Challenge will include the accountability you need through a private FB group and regular emails to make 2017 the best yet. More info on this to come!

 

This post was written by Julie Weldon – julie@321goproject.com

7 Steps to Setting (& Crushing) Your 2017 Goals

By | Blog, Business Help, How To, Julie Weldon, Leadership | No Comments

As 2016 quickly comes to a close, many people begin to set their focus on “out with the old, in with the new”.

If we were to ask 20 people what a new year is all about, most likely at least 17 of them would say “Starting fresh and setting goals”. The other three would roll their eyes and say “that crap doesn’t work.”

Let’s be honest… most of the time goal setting doesn’t work. We get to the end (or middle) of the year and look at the list of the 25 goals we excitedly wrote down in January with great expectation and we can maybe check 3 or 4 of them off the list. Frustration and disappointment with ourselves sets in. Great that we got a few things done, but why weren’t we able to check more things off that were important enough to make the list? Why is our business still not close to where we want it? Why do we wrap up most years feeling discouraged?

Three reasons: 1) We lose focus; 2) We don’t have a plan that we’re relentlessly committed to; and 3) We don’t put the accountability structure in place to hold our feet to the fire along the way.

What has 2016 been like for you? Are you a goal setter? In our private FB group with our motivated and driven clients, there’s been a lot of talk about this topic. Especially after our 30 for 30 Hub Challenge where gym owners made some giant leaps forward in their businesses. The questions involve – How do I set personal and professional goals? How do I help athletes set goals and hold them accountable? We all want to make this new year the very best.

In this blog post, we’ll lay out a plan to help you set personal and professional goals. And then next week we’ll tackle how to help your members set and achieve their goals.

Many people have written about setting goals. Some giving a step by step plan for creating goals, some saying goal setting doesn’t work. The concepts I’m about to spell out for you aren’t new. Goal setting processes have been around since the beginning of time. As humans, we’ve been created to crave progress. What you have in the blog post is the consolidation and repackaging of some of my favorite ideas from a handful of really smart and successful people (Michael Hyatt, Donald Miller, Chris Brogan, Chris Marhefka, to name a few). It’s a result of my countless hours of study on how to best set goals that I can actually hit and celebrate.

This is only one way. But it’s a way that works.

First let me say… You have to attack this as if you were creating a plan for a new business. Resolute. Determined. Creative. Focused. Give yourself permission to think about all your options. Set aside a block of time. Take off 3-4 hours (during the time you’re most fresh and creative) and go somewhere where you can think. A coffee shop. Your kitchen table. A friend’s house (when they’re not there). Somewhere quiet and comfortable. Somewhere free from distractions. And be sure to keep your email closed and put your phone on airplane mode.

screen-shot-2016-12-05-at-9-34-29-amAlright, ready? Let’s dive into the 7 Step Approach…

These steps should be completed in one sitting and each step should build on the previous.

Step 1 – Write down 3 creative words (or short phrases) that you want your life to be about this year. Think big. Mine for 2016 were “Find a Way. Inspire. Be Thoughtful.” I can’t tell you how many times I’ve come back to these three “words” this year to reset my thinking. Maybe for you it’ll be words like Reinvest. Untangle. Equip. Build. Home. Conduit. Focus. Magnet. Consistency. Say “No” More. Pause. Adventure. Lean In. Think of areas in your life where you want to take action. What do you want to be known for this year? Choose only three. Once you’ve chosen them, be sure to put them in places where you’ll see them often. Use these 3 words to inform all your work in the rest of the steps.

Step 2 – Write down these 10 categories – Health. Family. Friends. Love. Joy. Business. Spiritual. Learning. Finances. Fitness. Choose one big goal for each of these. Only one. Be specific. Make it measurable. Want $20k in savings? Want to remember people’s birthdays this year with a handwritten card? Want to take 2 weeks off without being completely stressed? Have you always wanted to take salsa lessons? Want to read a book a month? Think through each one and choose one big goal for each category.

Step 3 – Create one 60 Day Power Goal. Review all your 10 goals above. In this step, you’ll create one (only one) goal that you’re going to get done in the next 60 days. This will be a goal that will make a lot of those other 10 goals possible. Once you accomplish it, a handful of the 10 goals will be closer to being done. For example, maybe included in your 10 goals are something like the following… you want to be more present with your significant other, you want to not work 16 hours a day, you want to go out at least once every other week with a friend, etc. A Power Goal might be to create (and stick to) the habit of spending 30 minutes per day working on your business. This would get you focused and will directly affect a handful of your 10 goals. Your Power Goal needs to be accountable to a number. Thirty minutes every day. Don’t make this goal “comfortable”. Very little worth talking about happens inside our comfort zone. Comfortable, easy goals aren’t really goals. They are a to do list. Think big for this Power Goal. It will have a domino effect on your 10 goals.

Step 4 – Do a massive brain dump. Don’t focus on your 10 goals, focus on that one Power Goal. Write down everything you can think of that it will take for your Power Goal to become a reality. List the challenges, the steps that need to be done, the potential barriers to accomplishing it… just brainstorm for 10-20 minutes on that one Power Goal.

Step 5 – Write down how life will be different if you hit your Power Goal. You don’t need to spend a lot of time on this one… just brainstorm for 5-10 minutes. Continuing with our example… if you hit your goal of establishing a 30 minute routine every day to work on your business, how would your business be different? Maybe you’d get a handle on your marketing efforts. Maybe you’d create an event calendar for the year instead of haphazardly throwing together events last minute. Maybe you’d finally get your systems and processes documented. How would your personal life be different? Would you have more time for your own fitness, friends, family, etc. if you developed laser-like focus?

Step 6 – Break your Power Goal down into 2 week sprints. This is where you begin to back into making that goal a reality. Over 60 days, you’ll have four 2 week sprints (8 weeks total). In this step, you lay out your action steps. Daily/weekly action items to move you closer to your goal. First week might be setting up reminders on your calendar, finding a template to follow (if you need that), finding and setting up accountability, etc. Second week might be identifying what you want to accomplish during your four 2 week sprints of (using our example) 30 minutes per day. The key is to work backward. You’ve got your Power Goal, now lay out the small action steps of what needs to happen to make it a reality.

Step 7 – Set up your accountability structure. First things first, set a daily reminder on your phone to determine the two things you’re going to do today to reach your 60 Day Power Goal. Next, find other people to hold you accountable. Who are those few you trust to help keep you on track?

Once you complete the first 60 days and hit your Power Goal, you will celebrate (this is important!) and then create another 60 Day Power Goal. Keep going like this throughout your year, setting 6 individual Power Goals, and by this time next year, you will have hit all 10 of your big goals.

To help with Step #7, we are going to be launching -through our Hub platform– a Set & Crush Your Goals Challenge at the beginning of January. We’ll create a course in Hub that we’ll walk you through on Setting & Hitting Goals. It will include options and templates to help you create and track your goals. The first two weeks, we’re going to be helping you set and develop a routine for your personal goals. The following two weeks, we’re going to be walking you through setting up a system to help your members determine and hit their goals. This Challenge will include the accountability you need through a private FB group and regular emails to make 2017 the best yet. Would love for you to join us! More info on this to come.

This step by step plan is not a lazy man’s way of getting things done. It requires work. It requires the discipline to not only do the work up front, but to revisit it often (at least every 60 days) and keep at it on a daily basis. The sad reality is that few will set goals that they actually achieve this year. Be different.

When you combine an insatiable drive to set goals that make an impact on your world with a refusal to throw in the towel, you give yourself the best chance of hitting that success you’ve only dreamed about before.

Join us in making 2017 the best yet!

Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.  ~Pablo Picasso

 

This post was written by Julie Weldon (julie@321goproject.com).

How To Make A Lasting Impression In… Seconds

By | Blog, Business Help, How To, Julie Weldon, Leadership | No Comments

Let’s try an experiment.

I flash this collage of different people – all different types of people – in front of you and your job is to tell me what you think of them. What is your first impression when you look at them. Who looks friendly? Who is a little too different for your taste? Who would you want to get to know? Who would you want (and not want) to become a client? Who appears trustworthy? Who looks successful? Who looks like they still live at home?

How long do you think it would take you to form an initial impression of each one?  

A few minutes? 60 seconds? 10 seconds?

Believe it or not, research says it only takes the majority of us 1/10 of a second to make an initial first determination.

1/10 of a second based on looking at someone’s face.

It sounds absurd, but think about it. You go to a party or an event where you don’t know many people. You scan the room to find someone who seems appealing to you – maybe it’s someone who looks successful, or is attractive, or quirky, or funny, or smart, or out of place. Someone who you can relate to. Or want to relate to. One glimpse around the room is all it takes. Within a few short seconds, you scan the room and you make a decision to go talk with one of them (or not) for a reason. They look approachable. They seem friendly. They appear influential.

Now what if your picture was one in this collage. What initial impression would you leave on others? What would you want them to think about you?

I just travelled this weekend and so was in the airport for a few hours. I (very, very quickly) could have picked out three people I would’ve liked to have a conversation with of the thousands I saw. And so could you.

Every day, whether we like it or not, we’re making an impression on someone.

We may not always see them face to face, but know without a shadow of a doubt, you are making an impression.

As a business owner, where are the places you have the ability to make a positive first impression every day?  

In your community.

More than likely, since you are a local business, you frequent different establishments in your area. When you go… Are you kind? Do you start conversations with people? Do you tip well? Are you genuinely interested in their businesses and how you can help them? Are you actively looking for ways to partner with them so that you can highlight what they do?

You are a constant walking billboard for your business. Be friendly and interested in others, and they will want to know more about you. Support local, and they will want to support you. Build relationships. Be a connector. Promote other people and they will be more apt to spread good things about you. Get out in your community and be impactful.

In your location.

Know this – when someone walks into your business for the first time, 9 times out of 10, they are intimidated. Everything you offer is new to them. Nothing feels familiar. We are all creatures of comfort to some degree, so the fact that they summoned up the courage to step in your building means something.

When they come… Is it welcoming? Do you speak a language they can understand? Can they feel themselves fitting in quickly? The Platinum Principle states “Do unto others, as they’d like done unto them.” Pay attention to this, and ask new clients (once they become a paying customer) what their initial impression was to see how you can make it more inviting for the next new client.

On your social media.

What’s your social media like? Is it all about you? Or are you educating? Are your clients the hero’s of your Facebook and Instagram pages? Are your images, blog posts, Facebook posts, and videos captivating, funny and informing, or are they annoying and turning people off? Your contribution on social media doesn’t have to be perfect, it just has to add value to other people’s lives. They want to know within a few seconds how you can make their lives better – make them laugh, make them think, invite them to be a better version of themselves.

On your website.

Your website is your online front door. Research says, “When viewing a website, it takes users less than two-tenths of a second to form a first impression…. But it takes a little longer – about 2.6 seconds – for a user’s eyes to land on that area of a website that most influences their first impression.” So, you have between .02 and 2.6 seconds to make a good first impression with your website. That’s not much time. 

Many new clients will choose you because of the first impression your website makes vs. the guy’s website down the street. How current is your website? Did you build it 3 years ago and haven’t made changes to it since because it’s too overwhelming to know where to start? Does your website communicate the message that anyone is welcome, or does it insinuate that only the elite can do what you do? Think about yourself and the websites you go to… and remember, we all make judgments about a business based on our initial impression of their website.

When someone sends you an email.

I’ve sent many emails and have got an autoresponder that says something like, “We love it that you are interested in what we do here at Company xyz! We’ll get back to you shortly….“ For the love – please turn these off and just respond to their email with a personal email within 24 hours. Nobody wants an automated email response like that… it’s just so impersonal. And, when you write your email back, write with a smile… your email will be much more effective.  

When someone calls you.

This involves paying attention to two things: 1) your voicemail. People who call for the first time make a determination about you based on the tone of your voice. Be kind. Smile when leaving your voicemail message. Then call them back as soon as you can. And 2) when you answer and talk on the phone – do you sound like someone people would like to have a further conversation with? Or are you distracted and quick to the point? Your tone says more than you know to those looking to be convinced you’re worthy of doing business with.

What to do:

Take inventory of all the places you have the potential of impacting others without maybe even realizing it. You are without a doubt every day making first impressions. Smile. Lean in. Be confident (but please, not arrogant!). Be interested. Ask questions. Make eye contact. Be the best version of you. Add value. By doing these things, you are actively working to make those impressions be good and lasting, and your business will most certainly continue to grow over time.

People want to be around people they like. People want to do business with people they like. Be likeable, even in the first 1/10 of a second.

 

This post was written by Julie Weldon.

How to Build a Content Calendar (with free template)

By | Blog, Digital Marketing, How To, Julie Weldon, Social Media | No Comments

business plan on wall

The vast majority of things in life that are wildly successful can be traced back to a plan.

You know the process – an idea is born, or a need for doing something differently arises, and then  – whether in your head or on paper – a strategy for creation and/or change begins. Whether it’s a written to do list, or a full business plan, the idea goes from concept to finished product with accountability and execution.  

When don’t things get done?  When there is no plan. When there are only good intentions. When there is no accountability.

We all have good intentions. Those intentions can be around money, or weight, or relationships, or travel, or growing our business – but it’s amazing to realize just how often few of those good intentions actually turn into something.

When it comes to your business, like fitness, you have to have a plan. You just can’t willy-nilly it to success.  And, the marketing of your business is no different. You can’t cross your fingers and hope people will find you. Far too many people open their doors with the “if we build it, they will come” mentality. And then they wonder why “they” aren’t coming to check them out.

The results of our 2016 Annual Affiliate Survey show that 60% of gym owners (520 of 866) said the area they needed to invest more marketing dollars was in online marketing – developing content, investing time on social media, creating automated emails that work when you’re sleeping, etc.

Graph1

It’s now June, we’re halfway through the year… and I’m curious how many of those 520 folks have followed through.

 

 

 

We asked in the same Affiliate Survey, “How often do you publish free content to help your clients (and future clients) get better?”  

The answer?

66% said they publish content once a month or less.

Graph2

Honestly, this is crazy.  Once a month… or less??

This statistic is significant. If you fall into this camp… how do you expect to be found? You want more members? You have to get in the content game. No more excuses.

 

But you have to have a plan. And you just really have to stop saving this critical piece of your business until tomorrow.

If the old adage is true that it’s never too late to start, then now is as good a time as ever to follow through on what you know you need to do. Content is critical. As we talked about in this article a couple weeks ago and on this podcast, creating content establishes your credibility. It gives you the permission to invite someone to try your product or service. It presents you as the expert.

Because good intentions, we all know, rarely win in the end. Before you know it, a month (or six) will go by and you’ll realize you’ve been virtually silent. And marketing silence doesn’t bode well for growing a business.

This month all of our content efforts at 321Go are focused on Content Marketing and Strategy. Our MOMENTUM Gyms will receive a pre-built content calendar to share with coaches and staff, keyword planners for SEO, and step-by-step instructions on how to execute on a robust content strategy.

As part of that campaign, our MOMENTUM gyms will receive a version of this Content Calendar template. Feel free to download this simple form and begin to populate it. If used properly, it will serve as an accountability tool to begin getting your content out there. To publish. To let your voice be heard and show the world you know what you’re talking about. And to let them see that you have a good thing going on.

It doesn’t have to be hard. Don’t make “publishing” something harder than it needs to be. Even if you publish two things a week, that’s better than where you are now.

And once you start, consistency is key. Much like working out, lack of discipline is not your friend. Make a plan, and stick with it.

Healthy things always grow. But it takes time and disciplined commitment to make something different than it is today.

Want To Sleep Better At Night? A Marketing Plan Always Helps >