Author: Lisé Kuecker

Copy…

It’s everywhere.  

You’re reading it right now…

And, the moment you scroll onto Instagram and hit your first ad…

And, when you pop open The Times and see a Fashion Week promo…

And, even when you’re checking out at the grocery store.  

We’re so surrounded by words that we forget the power they hold…

To sway us into new thought patterns…

To challenge our beliefs…

And, to make us step outside of our comfort zone and into the less than status quo.  

Without good copy, your marketing, your emails, your website, and anything emblazoned with your message will fall short.  

Only problem?

It’s a little hard to open a blank screen and get started.  

Today, our in-house copywriter, Danielle Pastula, and I are breaking down what you need to know about copy and how to make it as simple as a…b…c.

In this episode you’ll learn:

• Why copy is key!
  
• The signs that your copy is too generic
  
• How to niche down your copy
  
• What an ICA is…
  
• How surveys can help you write copy
• What a “hero’s journey” is and how it applies to you
  

Links:

• rev.com

With grit + gratitude,

Lisé

I heard about Swerve Fitness from a friend, a former college athlete turned Wall Street trader with a heart of gold and abs of steel.  

Since he’d never remotely shown an interest in boutique fitness, and he fits the description of the male clients so many studios dream of, I started listening fast when he described one of his new favorite workouts…

At a cycling studio founded on team, where community rules, but results are oh so real.  

The more I dug into Swerve, the more I was fascinated…

A totally new business model in the cycling world… Check.

An innovative founding crew who saw a hole in the market and filled it… Check.

And, the team and systems to support rapid growth… The BIGGEST Check of All.  

So I was thrilled when Chelsea Kocis, the COO and Co-Founder of Swerve, let me peek behind the curtains and deep dive into the systems, analytics and hiring processes behind this cutting edge studio.

In this episode you’ll learn:

• How Chelsea successfully implemented the concept of competition into her classes
• How they managed to bring teamwork and motivation to boutique fitness
• Why building community inside and outside the classroom is a major part of what they do
• What is a “speaker series”
• How often should change your packages and what is the best way to do so without overwhelming or confusing your customers
• What the hiring and training process looks like for Chelsea’s company
• Ideas on employee retention that she practices with her team

With grit + gratitude,

Lisé

For years, I’ve thrown around the word FREEDOM in a rather innocuous way.  

It’s been the loose idea of the perfect life, the life where it all goes my way, where the bad is banished, and suddenly all those worries and anxieties disappear and reemerge into utter bliss {sound familiar?}.  

In my mind, this version of freedom was enough… in fact, it was the epitome, but…

When a good friend laid out his version of freedom recently, I realized I was missing the biggest part of the picture.  

In Gabe’s version of freedom, it’s two-fold.  

Part One, is the “freedom from” and no doubt, if you’re like me, you can fill in a list of items you’re looking for freedom from…

Inconsistent employees… check.

Revenue not where you want it to be… check.

Not enough clients through the door… check.

Too much work, too little time… check.

The “Freedom From” list can become so long, so overwhelming, so deep, that we often forget that it’s only half of what real freedom looks like.  

The irony of the “Freedom From” half of this, is that it can fuel us to consider change, to dream big, to get angry, but it’s rarely intense, frustrating, or bad enough to push us to buckle down, take the leap, and make the hairy, scary change that actually provides real freedom.  

That’s where Part Two, the “Freedom For” comes in.  

Sometimes, the idea of what we’re being set free for seems so far out, so distant, that it’s hard to even imagine what life will be once we get there, but…

It’s knowing what’s there that gives us the push, the drive, the will to say yes in the hardest of moments when your clients, your business, your team, and your time are saying “is change really worth it?”.

In today’s episode we’ll learn:

• How freedom surrounds me
• My business has showed both myself and my clients freedom
• Reverse the course of freedom – but setting yourself free comes with change
• The ways I was able to build this freedom into my business

With grit + gratitude,

Lisé

Alexandria Crow isn’t your typical yoga teacher.  

When she wrote me and asked if she really was a good fit because she’s an anti-marketing yogi, I jumped for joy. You see, Alexandria is first and foremost, true to who she is, and without the marketing, the crazy hype and “brand,” she’s been transforming lives around the world over the last 7 years.  

She’s a trainer of teachers, first and foremost, and a woman who is guiding her students on an epic journey of transformation — whether it’s their first time to bend onto a yoga mat or it’s a practice they’ve dedicated their life to.  

But, most importantly, she’s a yogi with a mission… to transform the lives of students around the world, to bring yoga back to it’s roots and to ensure that the growth they feel on the mat is something they can carry with them into the office, the classroom, or home, because it’s instilled in their very life.  

In this episode you’ll learn:

• Alex didn’t agree to conform to a specific way of teaching when working under another brand
• How she was able to create what she believed yoga meant (and explain this to her clients)
• Ways that her teachings are solution based and honor the history of yoga
• The importance of fully knowing and understanding one teaching before moving on and exploring others
• Why Alex choses to be the change that she is demanding
• Why it is that “marketing” is a word people do not like to use in the yoga world
• Transparency is key!

With grit + gratitude,

Lisé