How to Create Stand Out Copy in a Virtual World

Updated: Jan 4

Social Media can seem like a tough nut to crack. There are so many different platforms to keep track of these days AND the competition in the fitness industry can feel overwhelming… okay, let’s be real… it can feel exhausting. 

Having to navigate what’s real, what's fabricated, where to market, impostor syndrome, and even starting your Social Media persona and business are all very real issues that can keep someone from even taking their first step into this online industry. Especially now that the world and this industry have gone almost completely virtual. 

How do you stand out? How do you captivate your target audience? How do you be authentic? 

The answer lies in your posts, especially in your copy. 

Copy is the words that you use to motivate, encourage, and inspire your audience to connect with your business. Your copy allows you to interact with your audience on a more meaningful level, outside of just a picture. It gives them a deeper glimpse into who you are as a yogi, a trainer, a teacher, a student, a leader, etc. In this blog, I offer a few tips in creating copy that is guaranteed to catch your audience’s attention. 

Voice your heart

What is the intention of your words? Your audience is your community! Your community wants to connect with you in a way that goes beyond the screen. They want to see you as a real human being. They’re choosing to follow you because of your values, your similarities, your knowledge and your offerings. Your voice is a major part of who you are - it’s your way of putting your heart on your sleeve. It’s easy to post a picture. It’s hard to make that picture mean more than just a quick scroll. Your audience wants to know why that picture has greater, significant, or deeper meaning. They want to appreciate what you’re showing them the same way you appreciate it and your copy is a chance to tell them. That can be in travel, food, an exercise, etc. Yes, pictures are extremely beautiful! As they say, “A picture is worth a thousand words”… In this industry you gotta make those thousand words count. 


This can mean so many things, but let’s focus on one for now: inviting your audience to participate in an action. Encouraging them to communicate with you. That could be as simple as a “comment below,” “DM me for details,” or letting them know “link in bio” on how to sign up for your newsletter, upcoming training, personal blog, etc. Use words that will entice your audience to go on a journey with you. They want to know how they can join in the fun, the training, or the course that you created. Your words should be attractive in a way that will have your audience saying, “Yes! I want to do that!” This might sound a little salespitchy… BUT you want to use language that will have them wanting to know more about you and what you have to offer. You want them to explore who you are! 

Be positive even when you're negative

This. Is. Difficult… We all have our good days and our bad days. Sometimes they’re more like good months and bad months. This is part of being human. There is a saying that what you put out into the universe, you receive back. I believe this to be true. The energy that you place in your online persona directly influences your audience. I’m not saying NOT to post when you are feeling down or not your best. In fact, letting your audience see you as a person with real emotions lets them know those feelings are in fact normal and valid. And that you are, in fact, authentic and genuine. They can connect with you on that. That’s the positive. It’s a reminder that we go through life in this container, separated only by skin, with our emotions as a way of communicating. Showing others your vulnerability opens a dialogue for truth, honesty, and love… and what’s so negative about that?

At the end of day, remember to be yourself. People will appreciate how open you are and trust themselves in you. 

Learn even more about creating copy to attract your audience on social media, your website and landing pages. Enroll in Build your Brand: A Business Course for Fitness + Wellness Instructors. Limited space available for this impactful course starting on October 19th, 2020.

Author Max Kellogg can be reached email at

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