Here's why Good PR is so Powerful!

I just got off the phone with the producer at NBC news this afternoon here in Madison, WI. Apparently, they cooked up an idea this morning at their production meeting and wanted to do a segment this afternoon about a recent study that discussed the ideal frequency of exercise for women. More on that in a minute…

Do you have that kind of relationship with your local television station? More importantly, do you have that kind of relationship with your local television station producer(s)? My guess is, probably not.

They wanted to actually film the segment inside my fitness studio for an even more powerful effect. So they called me to see if I was interested. I was the FIRST person they thought of. Unfortunately, my schedule today dictated other responsibilities and NBC was forced to look elsewhere. Believe me though, if at all possible, I would have jumped at the chance. And one thing you need to know is that when people like this call you, it is paramount that you are ready at any time and at a moment’s notice. They work fast!

How did I get to be the guy they call when they need an expert?

Well, as you know, I have a regular fitness segment that has been airing every other Friday for about three and a half years now. But that’s not the only reason…

I almost lost that segment about 6 months ago when the station decided they needed my time spot for their biggest loser contest. I chose not to participate, because I don’t agree with the entire biggest loser concept.

The news anchor, Leigh Mills, went to bat for me. She went directly to the news director (her boss) for the entire station and said, “Look, you can cancel all of the fitness segments you want, and get rid of all of the experts, but John stays and that’s the bottom line!”

Leigh cited many reasons that the news director ultimately agreed with, and I came back a couple months later. One of the big reasons she wanted me to stay though, is the most important point of this entire story…

“John produces more remarkable content than any other fitness expert we work with. Not only that, for every segment, he writes a well thought out, professional, and educational blog post that our viewers benefit from every time.”

Did you catch that? There are two very important points…

1. Remarkable content
2. Professional Blog posts

One of the big reasons I’m still working at NBC every other Friday is a direct result of the work I do on my blog. That’s how important it is. And remember, these segments have produced more than 50K worth of revenue for my fitness business over the last few years. That’s significant, and that’s only one of the many benefits of my blog and the remarkable content I’m creating constantly.

The good news for you is that I want to share all of this great content with you so that you can do the same. My fitness blog content service is running like a top right now and I’m currently producing at least 2 articles per week and at least one press release per month that you can use on your blog and in any other way you desire.

I encourage you to take advantage my introductory offer on this service. If you act within the next 24 hours, I’ll throw in a bonus press release based directly on the story NBC reported on today. And you need to know that if they produced it, other news stations will too.

Follow this link to start receiving content immediately:

In the mean time, stick closely to your email and the blog. My next post and email will discuss the nuances of remarkable content and how you create it.

But remember, you can get a lot of help from me directly and take a lot of the strain off yourself by signing up for my content service right now.

Go to:


PS Here’s the link to the actual journal article that they ran the story on. And remember, if you want to see how you create a remarkable press release from something like this, just sign up for my service. It’s a small investment that will pay you back big dividends in the long run…,0,4377150.story?track=rss_

How and Why You Need to Create "Brand You"

Like it or not, to thrive in today’s business world as either a business owner or employee, branding yourself is essential. As Alina Tugend points out in her article over the weekend in the New York times, “You’re not a worker, you’re not a job title! You’re a brand!”

I realize that to those of you who don’t own your own business, and have no intention of starting one, that this might sound like complete craziness. To the non-business owner, the idea of branding oneself starts to feel a little too much like selling and marketing and I realize that for many of you, your passion lies more in simply helping people achieve their peak health. I get that. But here is the reality…

Job markets are tighter than ever and if you want to secure your position for the long run, branding yourself is part of that. Remember, you’re not a worker, you’re not a job title, you’re a brand.

When I worked for Dean Ornish

back in California, I was known by all of the participants in the research we were doing as the Squat King. Every time I led a workout with these folks, we performed lots and lots of squats (within reason, of course…these people were older folks).

I did this because in 5 years working in the clinical arena, I learned that if I could improve the lower body strength of older folks by just a little bit, there were dramatic improvements in their overall quality of life. One thing was for sure though, they always knew that if we were exercising, we were going to do some serious squatting – every time!

This is a small isolated example of how you can begin branding yourself as a fitness professional, but I think it helps to begin making the point.

Today, there are many tools available for helping you create “Brand You.” And the tools online are probably the most powerful and the most important. Not having a presence online today could be considered the equivalent of not existing.

Like it or not, your employers, your client prospects, your friends and colleagues are going online to find out about you. Will they be rewarded for their efforts, or be left wondering if you even exist. Or worse, will they be left wondering if those photos of you on Facebook doing that beer bong are just part of your past, or still a regular ocurrence on a Saturday night. (By the way, if you’re a serious career fitness pro now, all those photos need to go anyway).

What kind of impression are you leaving people online, and what do you need to do to both improve it, and make it more visible?

If you’re a business owner, you already have a presence online (you better). Is it doing for you what you intended? Is it working for you 24/7 to reinforce your brand? Or is it just sitting there like your 90 year old grandfather, asleep in the recliner, attracting attention only once in awhile when he snores and turns his head?

If you’re a job seeker, you have likely posted your resume online in various places, but have you considered how much more powerful your online presence would be if you actually spent some serious time and effort creating an online presence designed to promote “Brand You?”

This blog site is a perfect example of what I’m talking about. The writing itself is a reflection of me, my belief system, and my philosophies. If you spend time reading the posts, you will hear a voice and be able to decide whether or not I am someone you might want to network with, hire, or form a strategic alliance with. But it doesn’t stop here…

I also have a fitness blog , a personal blog, and a web site devoted to my fitness business here in Madison. And in each of these places online, I create and post even more content that is unique to each venue. In my case there are a few different brands I’m trying to create in each place, but overall, there is still the all encompassing, “Brand Me!”

Every post I make to Twitter, Facebook, and each blog site is considered carefully to make sure that it fits in line with my philosophy and the image I’m trying to create. I don’t update my Twitter and facebook accounts with little tidbits about how I just gave my kids a bath, or brushed their teeth. I work hard to considerr my following and continue to create writing and content that I trust is helpful in people’s lives. This is part of my brand.

Now, before you get carried away and begin creating profiles on every social networking site out there, creating blog sites to post to, and spend any money re-building your web site, let me guide you.

Spreading yourself too thin in this process can be a disaster! Believe me, it’s a lot of work keeping all of this stuff alive, active, and fresh. You also need to think through the process carefully. Finding your niche is the key. And along with that, deciding on what your ultimate goal is for working to create your brand is vitally important.

You might be looking for a job, building a business, or simply trying to create ways for colleagues to communicate with you. Or it might be all three of those. The important thing is that you know what you are trying to do before you start.

Dan Schawbel, author of “Me 2.0: Build a Powerful Brand to Achieve Career Success” (Kaplan, April 2009), and a personal branding guru (that’s his brand, by the way) recommends a four-step process for making your brand happen:

Discover, create, communicate, and maintain. Create your own personal branding toolkit.

This means, finding your passion and putting it together with your expertise, and then creating a “personal branding tool kit”, which may include a résumé, online profile on Facebook or LinkedIn, a blog and a portfolio of your work if you have one. All of this should consistently reflect your brand.

You then need to pitch your brand online and offline; and probably most important, you need to update and monitor any conversations about your brand. You need to communicate through these online mediums on a regular basis so that people can continue to learn about you, your expertise, your passions, and your pursuits. Give people a reason to know and follow you.

“Find Your Passion” by the way, is the title of my more personal blog (which has just been re-created and I still need to move some posts over there so there is not much there yet). In this arena my goal is to inspire others to find their own passion for life by experiencing mine through my own writing about my every day life as a Dad, Business Owner, and entrepreneur.

If you are intersted in learning more about how to create your personal brand online, stay tuned to this blog for announcements about programs and services that we will soon be offering to help you do just that.

In the mean time, if you’re a fitness business owner and already have a blog site, but find it difficult to post to it regularly enough, we have a new content service here at that can help. Click here for details