Your blog - and all the information contained therein - isn't just a nice little service you do for free. It isn't window dressing. It isn't part of your marketing checklist. It isn't a menu, or a brochure.
Your clients - your CrossFitters - are paying to read your blog. They're not paying with money. They're paying attention.
In the 1960s, we were promised heli-cars, robo-slaves, and a 20-hour workweek. Instead, we got the death of the simple news, working spouses, and a clock with dozens of deadlines but no 5 O'clock buzzer.
You are competing not for "share of wallet" - we all have more disposable income than we did in the 1960s. The problem is, we've never done without. We're used to having all this stuff, whenever we want it, the very second we want it.
No, you're now competing for share of awareness. You already know that our attention spans are miniscule. What are you doing to earn the attention of your clients?
If you can't write well, that's fine. We all fantasize about being great writers and photographers, but we're not. We're great coaches. Someday we'll be great business owners. Let someone else write for us. Show CrossFit videos that you hijack from Vimeo or YouTube.
Best bet: show a picture of a CrossFitter at your box every day. No, wait: a video is better.
The most-read book isn't the Bible. It's the phone book. Everyone wants to see their name in print. That's a small trick to gain the attention of your audience. How are you going to keep it?
To get you started, these are some CrossFit sites with absolutely terrific writing:
You don't need to write it. Just distill it and post it.
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