Monday 20th October Briefing

📝 Summary

• 🌅 Positive Monday Energy: The host opens the week with enthusiasm, encouraging viewers to reset, refocus, and approach Monday as a fresh opportunity to promote their offerings and reignite motivation.

• 📣 What Are You Promoting This Week?

  • Urges everyone to clearly identify what they are selling — classes, events, retreats, or online programs.

  • Encourages writing a weekly plan with target goals and daily marketing actions.

  • Suggests starting each week with a full review of what worked previously (using social media insights).

• 💡 Content Planning & Social Media Strategy:

  • Review social posts that got high engagement last week and repurpose or reframe them for this week.

  • Create a content mix: camera pieces, reels, quotes, and photos.

  • Keep your posting consistent across Facebook, Instagram, LinkedIn, and email newsletters.

• 🎉 Event Marketing – Selling the Feeling:

  • Recounts a successful Aerobics Masterclass that attracted many lapsed clients by focusing on emotion and nostalgia, not features.

  • Emphasizes that events sell best when they evoke emotion — energy, community, and escape from routine.

  • Suggests promoting events as emotional experiences (e.g., “a one-hour escape from stress”) instead of just workouts.

• 🧘 Shift Toward Wellness Language:

  • Observes that marketing is evolving from “fitness” to “wellness.”

  • Recommends using softer, emotionally resonant words like calming, grounding, restorative, sanctuary, and nervous system reset.

  • Suggests renaming fitness events with wellness-driven titles (e.g., “Evening Sanctuary,” “Winter Ritual,” “Restorative Movement”).

• 📸 Promoting Events Effectively:

  • Use countdown graphics (5–4–3–2–1 days to go) to build urgency.

  • Highlight limited spaces (“only two mats left!”).

  • Show the space and atmosphere — candles, lighting, mats, calm settings — to make it visually appealing.

  • Recycle video content and testimonials from previous events to sell the next one.

• ✨ Multi-Platform Marketing Checklist:

  • ✅ Facebook: Write a promotional post and a reel.

  • ✅ Instagram: Update bio, pin key posts, and use stories for daily updates.

  • ✅ LinkedIn: Share events and blog posts (especially for wellness or professional audiences).

  • ✅ Email: Send weekly newsletter featuring “What’s On This Week.”

  • ✅ Google Business: Add events and posts to increase search visibility.

  • ✅ WhatsApp: Use group chats to remind clients and encourage referrals.

• 💬 Event Structure Tips:

  • Encourage a “bring-a-friend” approach to grow organically.

  • Offer small rewards for referrals or early sign-ups.

  • Film short “behind-the-scenes” B-roll at event setups to use later.

• 🔁 Create Repeatable Event Streams:

  • Once you’ve hosted a successful event, schedule the next one immediately to maintain momentum.

  • Each event fuels the next through photos, testimonials, and audience excitement.

  • Use small, local events (e.g., £10–£15 masterclasses) as content generators and entry points for larger offerings like memberships or retreats.

• 🧠 Business Model Integration:

  • Every business should have three pillars:

    1. Community classes (in-person).

    2. Online programs (digital or hybrid).

    3. Live events or masterclasses (experiential).

  • These three streams create a full-circle business model where each supports the others.

• 🪷 Mindset & Encouragement:

  • Acknowledges that it’s harder to sell online memberships compared to live events.

  • Reassures fitness professionals that they can “start small” with themed events to reignite engagement.

  • Encourages everyone to keep experimenting and refining their marketing