Episode 29 - ABC... Get Me On TV!


Lisa Simone Richards is a publicist for studio fitness business owners who want to be seen as an expert in their field. Lisa regularly appears on national TV segments and works directly with editors for magazine features. She is no stranger on how to boost your PR, In fact she’s quite the expert and she is going to share the ABC’s of Publicity.

Instagram: @lisasimonerichards

Website: https://www.lisasimonerichards.com/

Best way to reach her: Her website!

Dan:                           fitDEGREE is more than just two guys with microphones. It is the studio management software you've been looking for. For more info, reach out to me on our website at www.fitdegree.com, on Instagram at the handle fitdegree or my email dan.berger, that's B-E-R-G-E-R, at fitdegree.com to get the conversation started. All right, now onto the show.

Dan:                           Hello to all of our listeners and welcome back to Studio Savvy by fitDEGREE. I'm the host for Studio Savvy, Dan, and I am joined by my cohost Nick. So, ever feel like you could change more lives if only you had more visibility? Well, today's guest is going to talk about going from invisible to influencer.

Dan:                           Lisa Simone Richards is a publicist for studio fitness business owners who wants to be seen as an expert in their field. Lisa regularly appears on national TV segments and works directly with editors for magazine features. She's no stranger on how to boost your PR. In fact, she's quite the expert and today she's going to share the ABCs of publicity with you. Welcome to the show, Lisa. I'm so glad you could join us.

Lisa S.R.:                    Hey, thank you so much for having me. I'm super psyched to connect with your audience today and hopefully share something that can make a big difference for them.

Dan:                           Of course, this is something we haven't talked about yet, so our listeners, I think, are going to get a ton of value out of this. Now, as we get ready to jump into that, give us a little bit of the background on you, your involvement in the studio fitness industry, how you got involved with PR, and then essentially the amalgamation of both that brought us to where we are today.

Lisa S.R.:                    Okay, awesome. I love to tell this story because it's a really fun merger of personal and professional. So literally, since I was six or seven years old, I knew I wanted to be involved in the media somehow, but I wasn't sure how. That got started because I was reading Teen People, I'm talking to some guys, so maybe you don't know that name [inaudible 00:01:59]-

Nick:                          Seems like a magazine in the checkout aisle.

Lisa S.R.:                    Right? I remember writing a letter to the editor, Jonathan Taylor Thomas from Home Improvement was on the cover, and I sent the letter in and it came in the mail, my letter was in there, and I just thought that was the coolest thing ever to see my name in print as a kid. So I played around with working in editorial departments at magazines, but that didn't feel right. So right around Sex in the City's in its heyday, Samantha Jones, a PR girl's getting her name out there, I'm like, "That looks kind of fun."

Lisa S.R.:                    So that's what I did. I went into PR straight out of school. I started working in fashion and beauty. I went into consumer, so I worked with some brands that all of us are familiar with like Staples, Virgin, Crayola, but I wasn't really passionate about it. So at one point my girlfriend and I in 2009 were doing this women's only boot camp and we were having literally the best time. We are working out under the sun, outdoors, a bunch of cool women, listening to music, and losing weight. So it was literally such a fun workout and it was doing its job.

Lisa S.R.:                    So that company was actually hiring a PR person in-house. They had no idea what to pay a PR person, so they offered twice the salary that I was making, they didn't make you work on weekends or on 20 accounts, so I was like, "Yes please." I'm just jumping ship over there. And that's when I got started in fitness and I never looked back.

Lisa S.R.:                    So I stayed with that boot camp for four years. So we grew to Canada's largest women's only boot camp. We started off with 30 locations when I got there, by the time I left they were over a hundred locations. Went from 400,000 a year to 4 million a year. So that was pretty awesome. And then I decided to go work at a larger fitness company, a international multimillion dollar brand, because I still had a lot to learn. Did that for two years.

Lisa S.R.:                    And then what I really started to see right around 2015 is when boutique fitness was taking over. So there were the people who were leaving their safe corporate jobs to open a spin studio, a crossfit studio, Pilates studio, because people weren't going to big box gyms for that anymore. But what I saw was these people who've left their nine to fives with a pension plan and everything, to take a chance on themselves, had no idea how to get their names out there. And without clients, you can't have a business.

Lisa S.R.:                    So it really broke my heart to see these people who are doing something they were so passionate about end up folding after a few years because nobody knew who they were. They didn't have brand equity. So I made it my mission to actually start a PR agency where I could work with people and help them get their names out there. So when I was at the bigger agency, like right in the beginning, that was when we were charging like 10,000 a month. That was impossible for studio owners. I remember even doing it at 2,500 a month on a four month retainer, and that was a lot.

Lisa S.R.:                    So I actually got inspired to start doing publicity coaching. How do I teach people to build the relationships where they get asked to come back on television, write for magazines, be on podcasts all the time? So it's so cool to see, now in 2019, I have clients that I started with in 2015 testing, can I teach this PR stuff? They're still getting two TV segments a week. They're still writing monthly articles in magazines. They're not paying to get any of this kind of exposure and they're seeing their own credentials and credibility rise up. They're seeing their practices grow. So it is so much fun for me now to teach a man how to fish, if you will, and share with people how they can do this on their own.

Dan:                           So when you say, in that all of it, every bit of it, sounds fantastic and sounds like you had a great time doing it, when you say people are learning how to present themselves, publicity, create all that and coaching, you would think most of these people, studio fitness, they're used to being in front of crowds and being a personality and the center of attention. Even if they're the business owner, at some point they were probably an instructor when that was important. Do you mean coaching in the sense of when you go on TV, here's how you talk? When you write an article, here's how you resonate? Or coaching in a sense of hey, here's how you actually get someone to let you come on TV? Because I would think their personalities would already be in line with what you want, but I could also be very, very wrong.

Lisa S.R.:                    Yeah, it's interesting that you ask that question. So really that's kind of the secondary part of what I teach, how you show up on camera, like not to wear something with teeny little prints on it because high res television is going to make a mess of that. So that kind of comes later on. So first, let me help you book a TV segment. Let me help you book an article or a feature on Pop Sugar, and then once you've done that, then I'll coach you through, okay, how do you use the right language? How do you move your hands? How do you wear the right thing on camera? How do you interact with the host? Are you watching the television? Are you watching the person you're talking to? So once we've got it booked, then we go into the details of how you show up.

Nick:                          You got to get the gig first. Yeah.

Dan:                           Okay.

Lisa S.R.:                    I've always been a get part A done, then worry about part B after.

Nick:                          And that makes a lot of sense. When we started presenting to raise investment funds, it was totally different than I ever thought. Actually my public speaking class in college, I was always like, "Oh, this is my joke class, this is my class I go to on Thursday afternoon and then immediately go out to my friends after, don't even bring a backpack half the time." And then it was like a lot of things we learned in that class that when we started raising investment funds and you're in a room of five people or 200 people or a studio set, all those things carried over. I was like, "Oh wow, that was really helpful. I guess I paid attention. I just didn't prepare."

Lisa S.R.:                    It was funny. I remember being in the same class in university, public speaking, and I'm an only child, I always say I have only child syndrome, like everyone pay attention to me right now. I've [inaudible 00:07:08] stages and will say things like that. But yeah, I remember being in that class. It was kind of a joke and that's actually what I use today. Go figure.

Lisa S.R.:                    One thing that you pointed out earlier that I want to latch on to is I find there actually tends to be a lot of imposter complex in this industry. So even though you own a studio, even though you're a great instructor and you've made a difference for so many clients, a lot of people are like, "Well publicity is something for Jillian Michaels or Natalie Jill, it's not for me. Who am I to be out there?" And so I actually do find a lot of that with fitness business owners.

Dan:                           And what did you say that was called again? That complex?

Lisa S.R.:                    Imposter complex.

Dan:                           Imposter complex.

Nick:                          So they-

Lisa S.R.:                    The whole, who am I to be doing this?

Dan:                           Ah, they think they're the imposter.

Nick:                          So they're afraid to go on. Okay.

Lisa S.R.:                    Yeah, they just don't think it's for them. They don't have the confidence that it's for them. But honestly, I want to say for everyone listening, whether you have never ever been featured in a newspaper, television, anything before, whether you've done this a million times, whether you're brand new to the game, whether you are a veteran, this is for you. You're obviously not an accountant for a reason. You know what I mean? Like you know what you're talking about in fitness.

Lisa S.R.:                    So if you're brand new, maybe you're bringing the latest theories and research findings. If you're a veteran, maybe you've seen 20 years of this is what's happened over 20 years, I know what to prescribe for you. So have the confidence that you're doing what you're amazing at and it's actually doing your ideal client a disservice to stay hidden and to stay small and to feel like you're being an imposter. It is your duty to get out there and let people know the transformation that you can offer them, because if you don't, someone else is doing it, they may not be as good as you, and now your should-have-been client is working with someone worse, not getting a result. So for those people who feel like, "Oh, I don't know if I should be out there," no, you absolutely should.

Nick:                          That makes a lot of sense that people like people too, so they think you need to be this picture perfect model and everything needs to be perfect and that's just not where the world is today. People want to see real. People don't mind if you stumble. I mean they obviously don't want to hear you say ah and um a bunch of times, but as long as you're talking and having conversation, no one's going to get caught up in those things. And I think that makes a lot of sense that people look up and say, "Well, Jillian Michaels is the only one that got on TV," and it's like not today.

Nick:                          There's so much content out there that when we have this podcast, I think we're up to like 30 episodes. I'd say like it's almost like a 50 50 split between some people are like, "I got on another podcast," like fantastic and another 50% that are like, "This is my first time. What do I do?" I'm like, "Can you talk? Can you just have a conversation?" And they're like, "Yeah." And I'm like, "Great, that's all you need to do."

Nick:                          This is my favorite thing about the public speaking class was that for the big presentation, we got to talk about something that we were passionate about, and you don't realize how easy it is to present to someone when you're passionate about it. And when we bring new people on, it's like, "What's your favorite thing about your business? What's the thing you love to do?" And then you can't get them to stop talking.

Lisa S.R.:                    Yeah, I totally remember one of my favorite things to remember is your first video's going to be crap. Your first podcast is going to be crap. The first article you put out [inaudible 00:10:02]. The first everything is not good. Everything is uncomfortable until it isn't, and you have to get through those pain points to get to the other side. So even us sitting on this podcast now, I've probably done hundreds of interviews to this day and I remember at the beginning I had to be in a room, just so, with a microphone, and blah blah blah. Now it's like-

Nick:                          Everything had to be perfect.

Lisa S.R.:                    Everything had to be perfect. And now it's so great that we can just have a conversation because I know what I'm talking about, you know what you're talking about, and the energy is so different from the listener versus, I have my notes and I must read them perfectly, you know?

Nick:                          Oh yeah. Oh yeah. Yes.

Dan:                           We had a recent experience with that. I was supposed to go and present on stage in front of 200 people and I hate notes. I hate writing things down. I'll put three bullet points for a 10 minute presentation and be like, "All right, I got it." And Nick is the exact opposite. I'm the underprepared and Nick's the overprepared. So I'm like, "All right, I got it. Nick's going to think I'm not preparing, so I have to have a script, I have to have all these bullet points," and I was trying to practice through the presentation and I couldn't get through two minutes of a 10 minute presentation, so I just had to close my laptop, rip it up, not rip up the laptop, the paper, and just go. And it worked so much better when I wasn't micromanaging myself.

Lisa S.R.:                    100% because in your head you're like, "Okay, well I'm supposed to hit this point next and then this one, and I know-"

Nick:                          And then you freak out when you miss one word. One word.

Lisa S.R.:                    Absolutely. I even look at giving talks for the last two years, that now it's just, you know, used to be bullet points and everything, now it's just like I put a picture and I'm like, "Yep, that triggers that story," and then I can talk way easier.

Dan:                           And you probably have more fun with it.

Lisa S.R.:                    They're not actually just reading bullet points on a screen.

Nick:                          Yeah, yeah.

Dan:                           It's great.

Nick:                          When I talk about our business now, I'll go back to either our university's business school or I started getting brought back to the mathematics alumni panel. And if I have a presentation, there's three slides, it's three logos, and it's just every iteration of our business. And that's it. It's just like, here's our first logo. And they're like, oh, that's what this is and I explain that story. Next slide, the next logo, and then this happened. And then, yeah, I think that's so funny how it works like that where you have bullets, you have 30 slides, everything has to be pinpoint, you know the minutes you're supposed to be on each slide, and then it turns into pictures. It's just like I need a very basic, just remind me what I'm talking about and I'll be good from there.

Lisa S.R.:                    And when you watch the speakers who do that, know that they've been doing this for years and years and they've got there, so for everybody who's like, "Well, I couldn't do that." Yes you can. You just have to start. Starting is the scariest part.

Nick:                          You have to start-

Dan:                           [inaudible 00:12:28].

Nick:                          So let's talk about that. Let's talk about some actionable stuff for our listeners. What are some of the first steps of working with you? How do they get started?

Lisa S.R.:                    Yeah. Okay. So I know we said we're going to talk about the ABCs of publicity, but given that question, I kind of like to take people through my five step formula that I go through if you want to get media coverage. So let's shift gears a little from the ABCs of publicity into the five Ps of positioning, publicity and profit as I call it.

Lisa S.R.:                    So when I'm working with clients, the first thing I need you to do is number one, pick your perfect client. Who are we trying to get in front of?

Dan:                           A lot of Ps here.

Lisa S.R.:                    Who are we talking to? Lots of Ps. We're going to hear a lot of alliteration, hopefully I'll [inaudible 00:13:03]. But when I meet a lot of fitness professionals, they're like, "I want to get an [inaudible 00:13:08] muscle and fitness for a strong fitness magazine," and the truth is, as people who are really well versed in this subject, we're reading the more in depth magazines and content. For the average consumer who's just looking to lose 20 pounds, they're not listening to the intense muscle building shows, they're not reading Muscle & Fitness. So you really want to pick your perfect client. What are their demographics, what are their psychographics? Because now you want to actually understand who they are and where they're getting their information from.

Lisa S.R.:                    A lot of people, there's so much conversation about niching down and people are like, "Oh, I'm scared to pick a niche," but when you're talking to everyone, you're talking to no one. It's super true. So pick your perfect client so that it rolls into the second P, which is positioning yourself as a solution. So if you're talking, you know, some people are like, "I work with moms who are 30 to 50 years old," a 30 year old mom with a two year old is very different than 50 year old mom with a 20 year old going to university.

Lisa S.R.:                    So you want to really position yourself as a solution. How do you use the language so that your ideal client reads your content, sees you on a television, hears you on a podcast, and they're like, "Oh my god, it's like Lisa's exactly in my head. How did she know that that's what I'm going through?" So you want to really position yourself as the solution. Once you've picked your client and now you know how to position yourself so that you connect with that client, the third P is to pick your platforms.

Lisa S.R.:                    So like I was saying, we're used to reading the hardcore fitness publications, but that's not where our client is, so we actually have to ask them, what sites are you logging into? What are you watching? What are you listening to you? Because that's where you want to end up. I always think about my absolute favorite clients that I've worked with, I think about Cassie, I think about Amanda, I think about Vienna, and I always go back to them. I'm like, "Where are you getting your information from?" When I write an email, it is to them specifically because it's going to connect with that perfect person.

Lisa S.R.:                    So figuring out where your ideal client is getting their information is step three, picking your perfect platforms. The next thing, now you know my client is logging on to msn.com, they're reading the Huffington Post, they're listening to the fitDEGREE podcast, now you want to actually pitch yourself for publicity. So who is the person you need to find? What I think is so interesting about publicity, especially in fitness, is you just need to have a handful of relationships to dominate. So I'm based here in Toronto, Canada, as long as I know the fitness editor at The Globe and Mail, I know producer at a couple of TV shows, I can get my clients on almost anything. So it's really just needing to have that handful of relationships [inaudible 00:15:26]-

Nick:                          I like that idea of the handful of relationships. People think like, oh your network's your net worth, and it's like quality network versus quantity network. It's like, great, you have 8,000 LinkedIn connections, how many of those people can you contact and get value out of? How many people would take their shirt off and be like I could jump on the phone this afternoon and I think that's a lot of people get lost is I just need a few quality contacts and they'll introduce me to their few quality contacts and then that's how you expand your tree.

Lisa S.R.:                    Totally. I think that's something that I see on social media a lot. I'm not sure if you guys are familiar with Sara Fennell from the Learn to Earn Mentorship, but she was doing an Instagram training and I was listening to her because I'm not super big on Instagram and I want to learn, and I love that she shared, you know, a lot of people come looking for more followers. If you have 300 followers and you can't convert them, what good is 3000 followers going to do for you?

Nick:                          Yes. Yes absolutely. Engagement rates. Yeah, because a hundred followers and 90 of them buy is way ... If you are pitching to someone or you needed something and that stat would be incredible. You have 90 people buying, I don't care how many people are following you.

Lisa S.R.:                    Exactly. It's 100% all about the quality. So step four we were saying is pitch for publicity. How do you find the person you need to know? What does an email to them even look like? Someone Facebook inbox messaged me the other day, I kid you not, this was a novel, I had to keep scrolling through all that. I literally showed it to my boyfriend, I showed to my friends like, "Can you believe this?" So you got to know how do you approach someone that you want to be in their magazine or on television because that is not the way to do it. No one cares about your life story.

Lisa S.R.:                    How do you create a really powerful email in a handful of paragraphs that's going to make someone say "Yes, I would like to highlight that person." And then finally, once you've pitched for publicity, you've gotten a yes, you've gotten a feature, one of the most important things that I think a lot of people forget is how do you leverage publicity for profit, which is step number five. So it is super cool to be featured somewhere. It's really nice to see your name in lights. Your friends are congratulating you on Facebook. You're getting all these accolades. But if it's not doing anything for your bank account, what is the point?

Nick:                          Yes, yes.

Lisa S.R.:                    We run businesses.

Nick:                          [inaudible 00:00:17:29].

Lisa S.R.:                    So how do you get that publicity to ... yeah. It feels great, but-

Dan:                           Now, do you think people are afraid to sound salesy? I'm in the limelight and I don't want to sound like the Shamwow guy, Billy Mays here, and try and sell something. Are people afraid of that and is that why they won't leverage it for profit? Or is there a very subtle art to it that may be somewhat counterintuitive or not obvious?

Lisa S.R.:                    Okay, so as we go into the discussion on sales, the interesting thing is some people feel slimy making an offer because they feel like that Shamwow guy. But I'm really of the mindset that sales is service. Someone has come to you because they have a problem. How did they get on your email list? How did they book this phone call with you? There's obviously a gap between where they are now and where they want to be. So people get icky about sales because they're thinking about them, they're thinking about, "I need to make this much money, I have these expenses coming up." But when you focus outward and it's like, "Okay, it is my responsibility to make a difference for this person on the other end and show them how they can have what they want," then you've stopped being all like, "Oh, do I sound and look like the Shamwow guy right now?" Or are you like, "Am I really connecting with this person to be able to change their lives?"

Nick:                          Yeah.

Dan:                           Sure.

Nick:                          I like the my responsibility mindset. You know, if I don't do it, who's going to do it? And it's almost like if I don't-

Lisa S.R.:                    Yeah, someone who might be worse than you.

Nick:                          Yeah. If I don't sell, what slimy Shamwow guy is going to walk up and sell them, and they would just take that because all of a sudden there was an offer in front of them and they said, "Okay." It wasn't the person they trusted, but you didn't put the offer out there.

Lisa S.R.:                    Totally.

Nick:                          That makes a lot of sense. So now where do we want to go from here? I know we jumped away from the ABCs, we went to the five Ps. What's the next best thing to talk about for our listeners?

Lisa S.R.:                    So why don't we actually share with them how they can start doing them because I'm a big believer that you can get a ton of information, we're always watching webinars, listening to podcasts, but if you're not doing something with it, then what was the point?

Nick:                          Yes.

Lisa S.R.:                    So let's talk about how they can create transformation from it. So really quickly, I'll go through what the ABCs are because this creates being intentional and coming back to that to fifth P, publicity for profit. So let's say you've decided, okay, I know that to grow my business I got to get in front of more people. So let's say I want to be on a few different magazines, a TV show, online show, whatever it might be. So what is the purpose? I find most people are getting publicity for one of three reasons.

Lisa S.R.:                    So they either want to create A awareness. It is such a crowded market, everybody on Instagram is hanging up a shingle saying I'm an online trainer, so it's really hard to stand out in that kind of noise. Even if you have a bricks and mortar studio. I look at here in Toronto on King West area I live in, there was Quad Spin, there was another spin studio that I can't remember the name of that recently closed down, sadly, and then SoulCycle, they opened up recently and now we're seeing the landscape change.

Lisa S.R.:                    So if you're in a town where there are competitors with big names like an Orangetheory, Barry's Bootcamp, how are you building awareness for your studio so people know that you exist? The bigger companies, they have the brand equity, they have the big marketing departments you don't. So it's really important to think about how do I get awareness for my brand so people know about it?

Lisa S.R.:                    The B in the ABCs is building buzz. So my favorite story to tell about building buzz is back when I worked for the boot camp company. We had locations across Ontario and we wanted to move out west to British Columbia, Vancouver specifically. It's a super fit city, the problem was boot camps had been huge for two or three years already. There were a bunch in the park that we went to go scope out. We're like, "Okay, so with five boot camps operating here, why the hell is anyone going to choose us?" So we decided when we were launching those, we were going to do a Guinness World Record event. Not for the point of getting the actual record. We didn't care about that. But we knew if we had-

Nick:                          The buzz.

Lisa S.R.:                    ... the buzz. Exactly. So local news stations came out and covered it. The story ran multiple times over the weekend. So Global News covered three times. CTV covered it twice. A local newspaper wrote about it, "This company's going for the gold or like the Guinness World Record." We didn't get it. We didn't care. But, the point was when we opened up two weeks later, we were sold out.

Nick:                          Wow. That is a great idea.

Lisa S.R.:                    Because people had heard about us everywhere. People were reading about us. They were like, "I just saw this on TV and now it's here. Why is everyone talking about it?" So that gave us the buzz to have leverage over ... We may all be offering the same thing and we may be charging more, but now we're the ones you want to be a part of. I think a lot of people are so hell bent on these are the mechanics, this is the price point, it's cheaper than that studio. No. If you have that emotional connection that brings people in, that's where you're going to be in a position to use publicity for profit.

Lisa S.R.:                    The C is credibility. So we talked about earlier, there are so many people online, how are you supposed to stand out amongst them? So anytime you go on the site of one of your favorite fitness people, let's say you know you log on Natalie Jill's site, Todd Durkin's site, I even think about Lewis Howes from a coaching perspective, one of the things you'll see above the fold, as seen on ABC Today, NBC, Ellen, whatever the shows are, and that's specifically because think about when you're looking at purchasing something, so think about your own consumer behavior. We Google things. We want to know that they're good. Your clients are doing the exact same thing when it comes to visiting your studio.

Lisa S.R.:                    So I could go to this studio, but there is another one. There's a change that goes on subconsciously when you see those ads featured on logos because anybody can be on social media, everyone can get on there, anyone can be buying Facebook ads, but not just everybody is getting endorsed by ABC, NBC. That means you're special. You have something other people don't. So you want to be able to build up that brand equity and that credibility of having other people say how good you are. It's one thing to be like, "Hey, look at me, I'm awesome." It's another thing for everyone else to be like, "Oh my god, have you checked that out? That studio is amazing."

Nick:                          Yeah. Yeah, and I think even more accessible, I'm a big review guy. If I Google studios near me and I see one of them with a lot of reviews and over four stars, that's my credibility to be like, "Okay, that's the one I want to go to," because the people have talked. I know it's important for these big channels to talk as well, but I want to know the person in my shoes going, did they enjoy their time there? And I think that's a lot of people, they don't leverage that. If I look up yoga studios near me, I mean you have more Google reviews than the other three around you, you're probably going to generate more business and they're not that difficult. I'm sure you have 25 members that would love to talk about their experience with you and you know, a small incentive if anything, if you even need an incentive most of the time to get those people to talk.

Lisa S.R.:                    100%. We're not asking for it enough. A lot of the time I find business owners have the weakest CTA's, call to actions. We just assume, well they should know what to do next. I started seeing a new physical therapist a few weeks ago. He's doing cupping, the fascia stretch chair, fascial stuff, stretch therapy, the scraping, all that painful awful stuff, but it's great, I feel amazing. And he asked me at the end of the first session, he's like, "Did this make a difference for you? Do you feel good? Would you mind writing a review on Google for me?"

Nick:                          It makes [inaudible 00:24:12] sense.

Lisa S.R.:                    It took nothing. I literally sat in the car and did it.

Nick:                          You're like, "Yes, I would." Yeah, because you're not thinking about it. Whether you're in the shoes of where you're the customer, you're not thinking about it and your customers, same thing. They're busy. They have lives. They just left your studio. They're walking away. They're thinking about the next thing they have to do versus you just say first, did the validator, "Did this make a difference?" "Yes it did." "Would you mind writing a view?" "Of course I would, this made a difference." So I think that build up and like you just said, there's not enough CTA's.

Nick:                          We're actually building out a welcome email sequence. The first 90 days you're a customer of fitDEGREE, you know the certain emails you get of checking in to make sure everything's running smoothly, making sure that you know we have a podcast, making sure that you know we have a blog, making sure you know we have a success course, things that we're giving them, resource guides. You want to learn about Google drive. A lot of people don't know how to leverage infrastructure kind of software.

Nick:                          And then at the end of it, after the 90 days, assuming everything checks out, could you leave a Google review just to tell other people about how excited you are about this experience? And we're hoping that's going to generate a lot more. Like Trustpilot is a good one for software companies-

Dan:                           Capterra.

Nick:                          Capterra is a great one for software companies. Google is great for everybody. Facebook's great for everybody. Yelp is still great for everybody. You just got to ask people sometimes.

Lisa S.R.:                    You got to ask for the sale, ask for the review, ask them to click here, just tell people what you want them to do.

Nick:                          Yeah. And most of the time they will, as long as the messaging leading up to that is convincing. And like you said, you have the credibility. The CTA should be the easiest part if you've done all the prerequisite work before that.

Dan:                           If they, you know, yeah, yeah.

Nick:                          If they're happy, the CTA is a no brainer.

Lisa S.R.:                    100% and I think about how you can relate that to PR. I think about, okay, so I had these clients, I've always called them the Property Brothers of chiropractics, so I don't know if you guys are familiar with Property Brothers, but these guys are identical twins who are chiropractors in Toronto.

Dan:                           No, I'm not familiar.

Lisa S.R.:                    Okay, yeah. What are the chances identical twins are going to become chiropractors? They have a studio here in Toronto, and I worked with them to get featured on national television, local television spots, they're still writing for a magazine a year later. They started winning awards for being the best chiropractic studio in town. So they won three years in a row, number one, they're in a magazine every month, they're on television regularly, they're on the radio, and they're telling people, click here to book an appointment with us. Every time they make an appearance and they say click here to book an appointment. Click here to get on our email list. Click here to read our blog. They're brewing their patient base, they're brewing income.

Lisa S.R.:                    And what's also cool is if you're somebody who runs a studio and you're hiring trainers, you're also attracting the best people to come and work for you. Here's the thing. We all want to work with the best. Who's ever gone somewhere, like in a grocery store to make a decision, choosing a hotel, whatever it is and been like, "You know what? Number two seems good." We all want number one, so what are you doing to be number one in your business and then calling people to action from that?

Nick:                          That's an interesting perspective. That's something we just talked about on our last podcast, which was just recruiting the best, finding out what you have to do, bringing in the culture. Yeah, that's a very good point that people want to work with the best. So the bigger you get, the more talent you attract, the easier it is to scale.

Dan:                           Nobody wants to play for the losing team. That's not fun. That's not-

Lisa S.R.:                    No. And I love that you said that because I think one thing people really got to keep in mind, are you playing to win or are you playing not to lose? There is a big difference in those two things.

Nick:                          Yes. It happens in sports all the time.

Lisa S.R.:                    Right?

Nick:                          It's just playing not to lose is just so timid versus, I mean, we catch ourselves too.

Dan:                           You go up, oh my god, these guys are so good. How do I protect myself? Like no, how do you stick it to them? They're people too.

Lisa S.R.:                    100%.

Dan:                           Hit them, if it's a contact sport. If it's not a contact sport, please do not hit them.

Lisa S.R.:                    Oh my god, I totally got in trouble for that in floor hockey a few years ago. I was checking some girl, she's like, "It's a non contact sport." I'm like, "Oh, I got to go play something more aggressive then."

Dan:                           Why did they give me a stick?

Nick:                          Where do you play adult floor hockey? That sounds so much fun.

Lisa S.R.:                    A rec league here in Toronto.

Nick:                          Oh, I forgot you're in Toronto. Which by the way, for people that haven't been there, I've been there once and I talk about it nonstop. It was one of my favorite family vacations that we went on as a kid. I am forever indebted to Canada for some reason. I'm like, "They're the nicest people," as you can tell from Lisa today, "they're just the nicest, sweetest people," and Toronto itself was incredibly clean city.

Dan:                           So was Vancouver.

Nick:                          Incredibly clean.

Dan:                           I went to Vancouver-

Lisa S.R.:                    Vancouver's beautiful.

Dan:                           I was on my way up to Whistler, which was terrible because if anybody knows anything, well not terrible, terrifying. If anyone knows anything about east coast mountains, they're like glorified hills. I had never done a mountain more than like a thousand feet, and my buddy brought me to the top of Whistler Blackcomb, which was like 9,000 feet and said, "See at the bottom." That was an experience. But we went through Vancouver to get there. I was like, "Can we stay in this city before I die? The city looks nice. I'd like this to be my final memory."

Lisa S.R.:                    Yeah. You know what? I get to come to San Diego once a month, and everyone's like, "Why don't you just move here?" I'm like, "No, I couldn't leave Toronto. I love my city so much."

Nick:                          Canada's fantastic. Toronto's great. I want to go out to Vancouver. That's the other spot. So that's enough of my Canada rant. But yeah, love Canada.

Dan:                           It's your first time hearing it. It's not my first time.

Nick:                          All right, so now if someone wanted to continue the conversation with you, keep this going, bring you on, how do they reach out to you?

Dan:                           Get your services? Go ahead, ask?

Nick:                          Yeah, what are the next steps?

Lisa S.R.:                    Yeah. You know what? I always love to have one clean call to action when I do these because with too many, people get lost, so take that as a little tip guys. For anyone who wants to take this further, I would love for you to go to lisasimonerichards.com/fitdegree. What I have there for you is my free checklist on how to get featured on Forbes, Fast Company Inc, and other major media. So this is a bite sized checklist all about how do I get my clients to take content they're already creating and leverage that to be amplified on a bigger platform. What are the steps you need to take to find the right section, the person to send a pitch?

Lisa S.R.:                    So this checklist, in about two pages, teaches you how to get featured in some of the big name publications that my clients have. So that is a great first step to actually getting media coverage and blowing up your business and having other people talk about how amazing you are. So again, that's at lisasimonerichards.com/fitdegree.

Nick:                          Fantastic. We'll have that link up on our website as well. All right. Thanks so much for being on the show today, Lisa. Really appreciate it.

Lisa S.R.:                    This was awesome. Thank you so much for such a fun conversation going back and forth. I really enjoyed this guys.

Dan:                           Absolutely. So if you liked this episode, be sure to go and leave us a review. Your feedback helps us make better episodes every week. If you're a studio fitness owner who wants to streamline processes for the studio management software that's actually affordable, checkout fitDEGREE. Go and find us at fitdegree.com That's F-I-T-D-E-G-R-E-E dot com to talk with a team member today. We'll see you back here next week, same day, same time, for another podcast episode featuring amazing studio fitness owners. See you later everyone.


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