This post explores words you use costing you customers! No one wants that from time and energy spent writing articles or doing podcasts! Create a Common Enemy For us all in 2020 it’s been COVID19. For the first time in the history of the world we all have a common enemy. No matter who you might blame or back or what you do or don’t agree with about how it’s been handled, we are just people. We’re daughters and sons, parents, siblings, significant others who care about the health and well-being of our own. It doesn’t matter if someone speaks your language or is across the street or across the globe, we’ve experienced a moment in time connecting to others. If all workplaces communicate their mission so much that teams hold take not just the mission but the obstacles to achieving that mission personally, they’d thrive. If entire teams come together fighting the same cause – as opposed are pitted against each other – there will be fewer internal rivals and more job satisfaction. There are Plenty of Bad Guys And if you can harness a villain – be it age, or bone loss, or cancer, or sedentary jobs, or misinformation about fitness for midlife women… you can then become a part of a team with your audience and tribe. You fight with them, instead of preaching or teaching. It feels very different. Teaching, without intending to, can feel like judgment. If you instead are sending your message to “them” or to “the cancer” or “the menopause” or the “stigma”… then you’re fighting the battle with your audience. Read/Listen to these two headlines: Why What You’re Doing Is Not Working for Midlife Women/Clients How to Harness the Power of Misleading Information Feel the difference? In the first there is a hook and it’s more negative. Like, you are doing it wrong! Don’t make this mistake. There’s definitely something to be said for it. There is certainly a large percent of population that will be more likely to click on that than something giving them content. In the second example, however, there’s no blame on you the reader. It still suggests something is wrong, yet it implies that I’m going to give you the secret to be a part of the solution instead of telling you you’re a part of the problem. They’re both potential subject lines or titles for a blog or podcast. Which one speaks to you more? Which one would you click on first? This Very Post's Title There’s a time and place for either a negative or positive title. And the best way for you to decide which you use is to test it. I’ve found many times that say, 3 Biggest Mistakes, will get more clicks than 3 Biggest Secrets. But… don’t guess. Start testing, even if only by looking at your statistics on traffic to your blog, or on popularity of YouTube videos. I’ll let you in on a secret. I considered variations of two subject lines and narrowed it down to these two before choosing: Are the Words You Use Attracting More Customers? Are the Words You Use Costing You Customers? Obviously, I chose the latter. Because it’s more urgent. Do you feel that when you hear it (or read it if you’re at the show notes)? Pay attention to how it feels. And remember every one of your customers is going to experience responses unique to their life, sense of humor, prior experience about the topic. When in doubt, run your titles by some of your customers. Come up with at least 10 if not 20 variations of titles. Narrow it down to a few good titles. Use a tool like Headline Analyzer to see how well you’re doing. Be conscious of key words in your title you want to use throughout your post text too for S.E.O. Did I just lose you with SEO and the importance of key words? If you want step-by-step support for doing this and treating your content like part of a real business, that attracts real customers I’ll link to how to learn more about the 10-month Flipping 50 Fitness Specialist. It’s open now for a limited number of trainers and health coaches and only for a limited time. You want to leverage your content to stand out i