As a yoga professional, you are always creating new ways to share your message with others. But what makes this new content magnetic? What draws potential clients into your business and current students even closer? What builds relationships, instead of pushing them away? The answer lies in the six crucial elements to creating outstanding content!
I don’t know about you, but I’m not a big shopper. But, when I do want to add something new to my wardrobe or home, I like to browse. I like to check out my options. When entering a store with a pushy salesman, I’m less likely to explore their brand further, much less make a purchase.
The same actually happens in the online space, including within the yoga industry. On a daily basis, I receive invitations from other yogic companies to collaborate. When I respond, however, I’m first greeted with someone relaying their name and mission of the company. Then, within a minute or two, I’m asked to purchase their product.
Their invitation to collaborate was really a misleading approach to gathering a sale. It leaves me feeling like just a number instead of a human being.
Instead of pushing away potential–and existing–clients with your messaging, this post shows you how to create magnetic content that resonates with your audience. And, you can do so in a way that creates a win-win situation for all.
Photo Credit: Diane Nicole Photography
In a yoga business, there are many ways in which you will be creating content for your students and clients. Essentially, the content creation is the way in which you tell the story and message of your brand. This content could take the form of:
- Unique class sequences
- Meaningful class themes
- Social media pictures
- Website copy (such as class descriptions and teacher bios)
- Blog posts
- Videos, or
- Studio newsletters
What is magnetic content, then?
A magnet draws what is like unto itself, and repels that which is not. In essence, you want to create content that draws in potential clients and students who want what you have to offer. Magnetic content deepens the connection with those you already serve on a regular basis. Magnetic content attracts others to you (as a unique messenger) and your yoga business (the vehicle through which you share your message).
Photo Credit: Casey Brooke Photography
WHY IS GREAT CONTENT IMPORTANT?
Any successful business is built on cultivating great relationships, and outstanding content is a way in which you communicate with those you serve.
Consider, for a moment, that there are three basic stages of any relationship. This is true for romantic relationships and friendships, as well as the bonds you form with clients and students. Donald Miller, the author of StoryBrand, labels these stages as:
You want to know what the other person is about, what they value, how they think, their personality, their emotional habits, their physical habits. This is an information-gathering stage. New students might come to your class to give you a try, or they could browse your website and yoga videos.
To grow your business, ask: How can I pique the curiosity or interest of those around me?
The definition of enlightenment is the act of enlightening, which translates to an increase in knowledge, understanding, or insight. This might look like a student who has taken quite a few of your classes and finds them inspiring. It could be someone at home reading articles on your website, or taking the time to listen to a podcast you recommended. Essentially, you have shifted their way of viewing the world for the better.
To deepen the relationship, ask yourself: How can I provide valuable information and experiences for those I serve?
Because of the benefits the other person has received based on their interaction with you, trust and allegiance is now placed on the relationship. In the business world, this could look like students taking an in-depth workshop with you. Or, they could splurge on a retreat with you. It might even involve them purchasing your new online video or course.
To build relationships that last, ask yourself: How can I continue to provide new, in-depth experiences for those in my tribe?
When companies or individuals push commitment or sales first, they often push potential clients away. On a deeper level, people feel they don’t know or trust you well enough to dedicate their time or energy to you. Thus, in order to create magnetic content for your yoga business, it’s essential to consider how each piece of content fits into Stages 1 and 2 of relationship building first.
TWO BASIC KINDS OF CONTENT
The two basic kinds of content that you create for your business actually blend quite well with the stages of relationships mentioned above.
The first kind of content is what Gary Vaynerchuk, in his book Jab, Jab, Jab, Right Hook, would call (you guessed it!) Jabs. This type of content is used to share a moment with another person. Its used to build an emotional connection. Jabs also let people know you’re interested in what they’re interested in, and you’re willing to join a discussion that’s relevant to their lives.
Jabs can also share information or inspiration. Most importantly, jabs DO NOT ASK for a commitment. They fall in the first two stages of relationship-building because you use these pieces of content to get to know your audience and enlighten them.
When to jab? All the time. Everyday. Just make sure it has a purpose.
The second type of content directly and purposefully asks others to commit to you. In Gary’s fight analogy, it’s the right hook. You have a specific call to action that you want others to hear and respond to. This relates to Stage 3 in any relationship. You could be promoting a workshop, a new class special, a new studio opening, an upcoming retreat, an online course, private sessions,
Essentially, you’re asking for others to express their devotion to you in some way shape or form (usually with their pocketbook).
Right hooks should be inserted into your yoga business at just the right time. They take preparation and planning. Then, when you request a commitment, make sure it’s:
- Simple, and easy to understand
- Visually compelling, and
- Appropriately supported with online links, videos, images, etc.
Photo Credit: Korney Violin
6 ELEMENTS OF MAGNETIC CONTENT
Now that you understand why you are creating content, it’s time to get into six basic guidelines to follow when doing so. Here is what Gary Vee recommends:
While there might be similar concepts and ideas floating around the yoga world today, there is no one else on the planet like you! Honor who you are as a unique messenger, and then share your passions, interests, and expertise in a way that’s authentic.
Converse WITH your audience
Have you ever been on a date where the other person simply talked at you the entire time you were together? How did you feel at the end of that interaction? Probably not very good. Keep this in mind each time you interact with your audience. Initiate a conversation with them. Ask questions. Listen. As you do this, you’ll build rapport that is necessary to establish any kind of commitment later.
Yoga is a fast-growing industry. When you pay attention to these trends, you let others know you not only understand your field of expertise but also how your students and clients might best fit into that world. Staying relevant will also help you spot holes in what is being provided, and perhaps fill the gaps with your own yoga business.
Take Small Steps
Jabs are essentially tidbits of micro-content. You want to satisfy the curiosity and thirst for knowledge in others in small, incremental steps. Be funny and inspiring. Be real. Just be consistent in those small steps to create the big building blocks of lasting relationships.
Thankfully, yoga is a practice that increases your ability to understand yourself. As a yoga professional, this also translates to more deeply knowing the message you want to share with your audience. Knowing this allows you to create magnetic content over and over again to meet the needs of your community.
Ask only when Appropriate
People have full lives of their own, and they don’t want to be interrupted or distracted or sold to. When you create consistent bits of valuable content over time, people begin to see you as a guide. They value your opinion and trust your wisdom. Then, when you do ask for something of them, they’ll see it as an opportunity to thank you for all that you’ve given them already. The goodwill between you will swell, and everyone benefits.
PUT THESE GUIDELINES INTO ACTION
Knowing what to do, and actually taking action, are two different steps. Below are some simple questions to clarify these concepts and implement these concepts into your yoga business. Your answers can also become the foundation for future content.
- What values are at the core of my being and my business?
- Which traits, skills, and interests make me unique?
- What is the main story or message of my yoga business?
- How do I like to share this message (videos, articles, in-person contact, etc)
- On which platforms do I use to share my message/story with others? Do I have a website and/or use social media channels?
- What platform do I enjoy most?
- How do others like to hear my message on these platforms?
- Who am I conversing with?
- What do they like to do?
- What are their problems, and their habits?
- Which times of year are the busiest for them? The slowest?
- How can I shift my message to better meet their needs?
- How do I show my respect and care for my community?
- How well do I know my industry?
- What are the current trends?
- Are there potential pitfalls in the yoga trends?
- What other businesses in the yoga space are on a similar path? How can I learn from them?
- In what ways am I asking others to commit to me? What am I selling or offering to them?
- What is the cost of my offering?
- How often do I ask for support?
- In what ways might I more strategically ask for a commitment?
- In what ways might I add more jabs–small, relationship-building content–to my yoga business?
PUTTING IT TOGETHER
Magnetic content is used to converse with the community your yoga business serves. Through thoughtful and direct communication, you build trust with these people. You demonstrate that you truly care for their wellbeing. And, when you continually share your brand in an attractive and authentic manner, others actually become excited to help you grow. They want to see you succeed, too! This continuous flow of generosity ensures a win-win for all individuals involved.
Do you sense this level of abundance in your own business? Does your quality of communication with your audience fuel your growth? We’d love to hear your feedback on ways you authentically engage with your community!
Please leave a comment below, or send us an email. Better yet, join our group of like-minded yoga professionals who believe there is plenty of room for success in the yoga industry!