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In this episode of the Social PR Secrets Podcast, host Lisa Buyer talks with Melissa Vogel. Melissa is a mother of three, a certified personal trainer and group fitness instructor, nutritional coach, actress, energetic keynote speaker, entrepreneur, and podcaster. With over 20 years of experience in the fitness industry, Melissa has not only been able to help others achieve their fitness goals, but she also leads by example. Melissa, a true social media specialist, understood early on that sharing your life and being true to yourself online was one of the most effective PR strategies. Listen to learn more about Melissa’s unique fitness business and her tips for everyone wanting to be the best version of themselves.
When Melissa first started out in the fitness industry more than 20 years ago, she followed the lead of most of her colleagues. But one day, she realized that what she and other people were putting out there wasn’t what the average woman could relate to. She says, “I didn’t want to be the type of person when people think ‘oh, she looks amazing, I could never look like that.’ That’s soul-crushing.” When she listened to what people needed, she understood she had to change her image to something more realistic to all women.
Her brand then became all about how everyone can be bomb, no matter how busy they are. Melissa explains she uses the word bomb because it can mean different things to different people. It speaks to everyone and can be used in any way possible. Her first advice? When coming up with your tagline, use a word people can relate to in different ways. Melissa shares a lot about her life online. Her content is raw and unfiltered because “When people can see your real life, that hooks them.” Melissa wants people to think, “She’s busy, yet she has a six-pack. Maybe I can do it too!”
Melissa does things a bit differently when it comes to online fitness training. Her flagship program, Team Busy to Bomb Fit Mom, starts with a ten to fifteen-minute call. She discusses the potential trainee’s goals, diet, and more. Then, Melissa decides if they are the right fit for the program or not. After that, customers start working with other women through a private membership site. Melissa personally takes them through onboarding. However, before discussing any workouts, she works on the mind. Because they are part of a group, women can see how they compare to others, and how far along in the program their peers are.
Once the onboarding is over, people can get the app and start discussing workouts and nutrition. Melissa says, “the biggest thing is keeping people connected with me daily.” Because her followers are part of a Facebook group, Melissa can go live every day. When she does, it’s unfiltered. Filming from her car or while taking care of her kids, she gives people a picture of what her real life looks like. She says, “No matter how many times you say ‘You Can Do It,’ people will not believe it. But they can see it; they’ll realize they can actually do it.”
One of Melissa’s regular content is Melissa’s Daily Revelations. She says it adds a layer to marketing. According to her, when you are an entrepreneur, you never know when an idea will hit you. She lets her mind be open and free to any thoughts coming to her. And when she gets one, she immediately writes it down, even in the middle of the night. Her daily Facebook lives always take place at different times of the day. She says, “If I’m living my brand as a busy mom, I can’t make it happen perfectly.” To her, when you switch the time up, you get different audiences.
When it comes to lifestyle diets and meal plans, Melissa says the key to success is sustainability. She explains you need balance, “As soon as you restrict yourself, you’re going to start to crave it.” Listen to this episode to get more fitness and marketing tips and head over to Melissa’s website to sign up for her program.
“The more people hear you, like you, and trust you, the more they will buy from you.” - Melissa Vogel
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