So you want to write engaging web content. You, yourself, are passionate about your business. You know you provide something special and want nothing more than to convey your expertise and passion to others. One could have stellar instructors, top-notch classes and the sweetest smelling shower gels in the world, but if you can’t translate this into words that entice the reader, your message falls flat. Often a straightforward change such as choosing a shorter phrase or a rhyming word can transform an otherwise mundane sentence. Words are powerful. Choose them wisely.
We all should have been taught real proper grammar at school, alas many of us still struggle with the principles (or principals?) of even the most basic sentence structure. What is the difference between a colon and a semi-colon? What even is a semi-colon? Well, as they say; practice makes perfect. Or is it practise makes perfect? If these common mistakes are enough to fry your brain, then/than the desktop plug-in, Grammarly, can be of assistance. Grammarly goes above and beyond the swift spell check of Word or Pages, correcting sentence structure and flagging words you’ve overused. The site will also discourage you from using the passive tense, which will lead to much sharper and more succinct copy. Grammarly will make you perfect at punctuation and a wicked wordsmith.
Avoid jargon and cliches
“Tabata reps for peak RPE, followed by a steady cool-down to kerb DOMS.” You might understand this, but the layman doesn’t, and he is certainly not going to google every definition because he will assume this class is for more advanced students. Opt for universal terms that do not alienate beginners.
Make it Unique
Before writing copy for your website, you will probably check out the competition to see a variety of styles and options. Perhaps you can steal the gist of theirs and rework a word here or there? Resist, resist, resist. By all means look for inspiration, but then close down all tabs and focus on what your brand is uniquely selling. Brainstorm words that come to mind when you think about a particular class you are selling or your brand as a whole.
Sell your story
You may find it mushy and cringeworthy to talk about your life-long dream of teaching football to kids and the passion you feel for your job, but it sells. To use a crude example, the XFactor is relentless in its showcasing of contestants’ sob stories. They go all out with the moan of violins, tears rolling down faces and old photos of late grandparents. Viewers know it is a tactic to reel them into the show, yet it works time and time again. You will, obviously, do away with the frivolities and let your story stand up by itself.
Sentences work well when they have a flowing rhythm to them. Listen to everyday conversations, and you will discover that the human race has developed a speech that is full of rhythm. The best writing reflects this natural lilt. Try reading some of your sentences aloud to see if they sit For whatever strange reason, lists work well in threes. The writing industry calls it the “magic three” and now you’ve heard of it you will notice it everywhere.
Example: Barre is a ballet based workout performed to classical music. Lunge, leap and laugh (1,2,3) your way to a longer, leaner physique.
Use language that matches the genre
When choosing a picture to represent a Yin yoga class, you would go for one that is brightly lit, featuring a stressed-out woman. Language can lull or liven the senses. For a calm class, you might choose words with soft letters: mellow, breath, relax. Words that pack a punch work well for more upbeat classes: attack, crunch, kick, boom (you can just picture the Batman graphics). Through the clever use of word sounds, you can give potential customers a greater understanding of what you offer.
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