Answered by Jason Odell, founder of RiseForIt
Likes go to the best body in the feed. Clients go to the most useful trainer in the niche. Not this week's reel, the name somebody still texts a year from now when their shoulder acts up again.
Most trainers judge a post by its views. It makes sense, that's the number the app puts in front of you. But a reel can blow up on Tuesday, and by Friday nobody remembers whose page it was on.
Help is what sticks. Think about two trainers at your gym - one has the best physique on the floor, and one fixed a member's back pain two years ago, so which name does that member still text when their buddy's back goes out? If someone used your post and it worked, they remember your name. And they say it out loud to the next person who asks them what they did.
Measure your content by how much you help, not how many watch. So here's a new filter to make sure every post moves you closer to clients. It's one question you ask before you post anything. Could a client act on this today?
It's not 'is it cool' or 'will it go viral.' It's could somebody watch it, put the phone down, and do it today? If the answer is yes, that's a green light, so go ahead and post it. If the answer is no, keep working on it until it's a yes.
Let's run a couple of examples through it, so you can see how it works on your own stuff. Say it's your workout montage - music, no talking, shirtless in front of the camera with a bunch of dudes in the background. Could somebody act on that today? Probably not, because they don't know the sets, the reps, or why.
Keep the montage, but put the sets and reps on it and say why, and now they know exactly what to do. And if you still want your shirt off in front of the dudes, go ahead - more power to you. Now say it's 'Here's the 3-day plan, start it Monday, here's day one.' Could somebody act on that today?
Yes, and that one works because they know exactly what to do when they walk in on Monday. And notice what this does. You stop trying to beat the big accounts at their game, because instead of chasing views, you're now helping one kind of person act today. You don't need the best camera or the best body in your feed.
You need to be the most useful one for your people - that's the pond versus the ocean again, you're not trying to win the whole ocean, you're picking the small water you can win. It's how a list gets built - an email list or a text list, the people who gave you their contact so you can reach them any time. And if you want every post run through that one question before it goes out, we do that with you - work with me.
Now, being useful gets you watched by the right people.
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