…is only a small part of the solution
YOU are full of knowledge. You don’t give opinions, you give facts: you solve problems. You research, you cite, you make a solid case. You cut through the clutter. You ship quality.
Recently, I’ve been pushing the idea of Establishing Expertise hard. The key point of differentiation between you and them: you’re the professional. You choose CrossFit because your wealth of knowledge tells you that CrossFit is best for your clients. They choose CrossFit for the knee socks.
The key is knowing WHAT information will be useful, relevant and attractive to WHICH audience.
When you were a kid, and you wanted to know how something worked, you asked your older brother – or maybe your older sister. They knew everything, after all, because they had an extra two years of experience.
Imagine you could write the cue cards for all the big brothers in the world. More and more, when people search on Google, they’re asking full questions. As Google founders have often written, their closest competitor in quality search was AskJeeves.com, NOT Yahoo!, because people would type full sentences into Jeeves’ page. The answers to their queries were more relevant because they answered a full question, rather than merely matching keywords, and many preferred AJ.com over early Google.
What questions are your future clients asking? Type those into Google.
I tried, “Is CrossFit like bootcamp?” and was led straight to this great post by Cactus CrossFit.
The query, “Will CrossFit make me bulky?” led me to the CrossFit discussion board. Lots of great opinion, but would a knowledgeable post from an expert be better?
Knowing the right questions will help you write answers that are relevant to your members – and your future members. When in doubt, type a typical question from a prospective member into a search engine; if you’re not satisfied with the first link that comes up, write something better.
Tip: naming your post title with the actual question will help search engines find it.
This article was written by Chris Cooper, of Catalyst Fitness/CrossFit Catalyst. He has his own blog, Don’t buy Ads, where he shares relevant info for CrossFit boxes. Chris has also partnered with 321Go Project to offer affiliate business mentoring/coaching to affiliates who are either stuck or are ready to take it to the next level. Find out more about our affiliate business mentoring/coaching strategies >>