In today's episode, Stuart welcomes Catherine Reohorn, a personal trainer turned copywriter. Cath specialises in writing content and copy for fitness professionals and helping them to find their voices. You can follow her @kindcopyuk. They get into her background, how her weight loss & fitness journey shaped the trainer she's become before getting into copywriting - how to write better social media posts, sales writing tips, talking about pain points in a respectful way, creating entertaining education posts and much more. Timestamps are below.
Timestamps:
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[01.37] - How she found the transition from her previous career of academic psychology into personal training?
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[04.15] - How much of her journey shaped the trainer she has become?
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[10.55] - Why showing people around the gym and making them feel like they belong was a huge part of her onboarding process?
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[14.00] - What Cath got out of her fitness journey, and how that shaped how she worked with her clients.
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[15.55] - How she found starting as an older personal trainer?
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[19.03] - How she got into copywriting.
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[20.45] - What she's learnt about selling personal training using writing?
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[22.21] - An example of copy that is too pain focussed and can come across as cruel?
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[24.30] - How to stay respectful and kind with your copy while also encouraging people to buy what you sell?
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[25.45] - Talking about a scar rather than a wound.
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[29.49] - What the two things are that personal trainers sell.
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[32.15] - Where trainers are going wrong with their social media posts.
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[33.15] - How different online vs offline marketing is?
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[37.45] - Being yourself and how this can be magnetic in personal training.
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[42.00] - Tips for writing on social media.
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[48.10] - How to educate people on social media without being boring?
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