Marketing

5 Tips for Getting Attention from Editors and the Press
1. Address your proposal letter for an article (called a query) or press release to a specific editor or producer. For magazines, contact the health, fitness or lifestyle editor.

2. Keep your query/press release short and to the point.

3. Create a compelling headline for a press release. Craft the lead paragraph of an article query to grab the editor's attention.

4. Introduce a fresh spin on an old idea. "Get in Shape for Summer" has been done many times. "Shape Up to Prevent Summertime Hiking Injuries" presents a new angle.

5. Proofread for typos and spelling mistakes. Double check the spelling of the editor's/producer's name.

>From Newsletter 1, July 2001

Market Your Business with Newsletters
Thinking about creating a client newsletter? It's an effective way to attract new clients, retain existing ones, polish your writing skills and even generate writing samples you can send to editors. Here are some tips to get you started:

• Keep the design simple and avoid cheesy graphics. If possible, use a digital camera or scan photos to promote your services. For example, if you're organizing a group hike for clients, snap a few shots during the event and print 'em in your next newsletter.
• When writing articles, focus on practical information that's beneficial to your clients.
• Write in an informal tone rather than an academic one.
• Edit your writing several times before going to print. This will help make your articles easy to read and concise.

For more information on this topic, check out the Boost Business with Client Newsletters workshop and/or my article "Newsflash: Building Client Relationships with Newsletters" in the May 2003 issue of IDEA Personal Trainer (www.ideafit.com).

>From Newsletter 20, March 2003

3 Reasons Why Writing Fitness Articles Boosts Business
If you've got a fitness business and are thinking about writing fitness-related articles, or plan to do it more often, here are three reasons why it makes good business sense.

1. Saves Money: Writing articles is an extremely cost effective way to market your business. You'll even make money promoting yourself and your services if you're getting paid for your articles.

2. Turns Into More Employment: With a frequently published byline (i.e., author credit) and bio, you attract more clients and position yourself as a credible fitness expert in your community and the fitness industry. This can lead to other jobs, such as speaking engagements, workshops and master classes.

3. Expands Your Knowledge: Writing articles involves research and the chance to interview experts. The more you learn about health and fitness, the more information you'll have to educate your clients and even other fitness professionals.

>From Newsletter 16, November 2002