How to Get the Most Out of Your Fitness Marketing

Listen to Brian Clark's podcast https://unemployable.com/podcast/intersectional-positioning/ 20mins in

• https://www.nerdfitness.com/

Transcript
 

[00:00:00] Hey folks. It's Swyx so today's clip is the longest one. I'm sorry about that. Basically. It was such a good story from beginning to end and I could not cut any of it out. It covers nerd fitness, which is one of the fitness blogs I've been tracking for many years. Um, I fell off the radar. A while ago, but I still have very high opinion of it.  

Um, I have been one of the passive leaders, but I think the message definitely resonates that it finds a niche, which is nerds. And then it tries to do something to serve that niche. And I think the journey of Steve as a creator, as a writer who went through SEO, Uh, just the exploration and understanding how to do contents for living.  

And then starting to build a business on top of it, and then exploring how to productize this stuff that he did. Like don't teach me what to do, just do it for me. I think it's a very typical business journey for bootstrappers that is extremely successful. He's essentially one guy, maybe if a team of 20 something, people making millions of dollars a year. And I think. What's great about that is that it also helps people be fit so it's just one of those ideal bootstrap businesses that is just win-win. 

So my origin story. After college, I was living in San Diego and I was selling construction equipment. I was in sales because I didn't know any better. I didn't know what I wanted to do with my life. Both my parents were in sales, so I just figured get in, get into sales. I've lived by the beach. I worked in sales and I was terrible at it. 

So, so bad. I had very little experience with construction equipment, renting. I was renting out forklifts and boom lists. Giant downtown projects in San Diego 22 or 23 at the time. And just have no idea what I'm doing and on a particularly miserable. Day at work on my lunch break. I walked into a bookstore and I felt like the sun was shining through the window and spotlighted this book that had just come out. 

I had no idea who the author was or what it was all about, but I saw the cover and the book is called Tim Ferriss's four hour workweek. So I see this book as like, it was literally the first week it came out. So this was 2007, I think, or somewhere in there. And I picked it up and I read it and. A big part of the book was like, pick something that you're good at and a social group that you're a part of and see where you can find that overlapping, gap. 

And for myself, I was like, well, I just cracked the code for myself personally, about my health and fitness. And I was spending an inordinate amount of time playing video games. I was like, well, I don't think I could write like the best fitness website, but. I could probably help people that are beginners. 

And who else has big, is a beginner fitness. That's self-conscious and like, can think of fitness, like a video game nerds do that. It's like, all right. I Googled nerd and fitness, nothing popped up. I was like, huh. All right, let's do that. So I bought nerd fitness.com and then I did nothing with it for like two years. 

Cause I was so afraid to get started. Eventually quit. The first job started a sec or went to work at a different company. It was while I was at that second company, I got certified as a trainer. I got further education and finally worked up enough. To start writing basic articles about beginners getting started with health and fitness. 

And that was it, but like, I didn't start it because I saw that nerd culture was going to become popular. Like, I didn't know, Disney was going to acquire star wars and Marvel and like, it was just going to become cool to be a nerd. I was just like, I'm playing 40 hours a week of EverQuest, which was like, even nerdier than world. 

Like I'm playing all of these video games and I want to talk about nerd stuff. Like let's just stick the two together and see what happens. And fortunately I didn't know any better, which is what I started at before.  

Yeah, that's amazing. Because now of course you look like a genius, like just a complete marketing guru who saw how these two things would work together because the stereotype of course, is that nerds don't work out. 

Did it well, but you were an exception, I guess. So in many ways it seems like you created this. That someone like you would want. And it just happened to also resonate with a lot of  

exactly. I, so when I was starting my fitness journey I did what most guys do. I went out and bought like muscle and fitness magazine and I followed like the bodybuilder workout programs. 

And after like three weeks, I'm like, well, I don't, I look like that guy. It's like, well, because you're not on steroids and you don't eat like that dude. And he's been training for 25 years. So I most stuff that I found. I felt either disconnected from like, I have nothing in common with this guy, or I felt almost like, I want to say ashamed, but rather like most of the fitness marketing is built around like, Hey, you're not. 

And you're not good enough, but if you buy this thing, then you will be good enough and everything will get better. And I was like, that's [00:05:00] just that's bad shame on you for doing that. And let's try to give people like actually helpful information without the hype and the nonsense. And just like, here's what you need to know. 

Here are the, all the mistakes that I made. Like let's get rid of all that. Let's do some basic stuff and get you started. And then we can also still talk about Harry Potter and star wars and talking,  

right? Yeah. The whole shredded bro aspect of fitness. They're all trying to outmatch show each other. 

And I think that turns a lot of people off it doesn't work with me at all. So I, for further, I linked to nerd fitness guides all the time, because you've got the humor you've got the pop culture references, which is something I did at Copyblogger early on. I mean, that's literally how I was able to make myself write two long articles. 

Like it's because I would go, well, how can I use a prince metaphor to explain content? So when you first started, was it was just you, right? You were  

writing about the content. It was just me a long time. And interestingly, so I guess I started really working on the blog at night while I was working the day job in 2009. 

And back at that, then. Which is the same today. Everything I read on the internet was like, you need to write short posts. You need to publish five days a week because nobody has the attention span to read long stuff. So for like six weeks, I think again, I didn't know any better. I didn't know what I was doing. 

I spent six months writing like 400 word articles. A lot of them were like very topical, but quickly out of date. Cause it was about something that happened that week and after like five months, six months, something like that, I had. I don't know, 20 subscribers. Like I don't even think I had an email list yet. 

I was just like, people could subscribe the RSS and who's like, oh man, this is cool. 20 people are reading. And then I started stumbling across Bloggers that were writing long form content. And almost overnight, I ...