Social media marketing for $1/day and less than 15 min/day (Interview with Dennis Yu)

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Highlights from the interview

[11:10] – His $1 a day Ad budget strategy to get tons of leads

[16:08] – Tactics to create lots of social media content with only 10 to 15 minutes a day

[23:49] – How to create content that viewers are attracted to without feeling like you have to be perfect or like the super expert

About our Guest

An internationally recognized lecturer, a Facebook marketing guru and a big fitness enthusiast

I’m so excited because today on the show we have Dennis Yu. He’s the CEO of Blitz Metrics, which can name Golden State Warriors, Nike and Rosetta Stone as customers. 

He is also an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries. 

Dennis has also been featured in the Wall Street Journal, New York Times, LA Times, national public radio TechCrunch, CNN, Fox News, and more. 

He’s also held leadership positions at Yahoo and American Airlines, and he’s also a big fitness enthusiast with over 20 marathons under his belt.

Edited transcription of Fitness Business Secrets Podcast, Episode 14

Kristy: Hi, Dennis. Thank you so much for being on the show. How are you doing today?

Dennis: I’m doing good. 

Kristy: Cool. Thanks for making the time. So, what I wanted to know for the Fitness Business Secrets listeners is how do you exactly use social media to get clients online?

Because of what’s happening, everybody wants to get training clients online but now it’s extremely crowded. 

Can you give us some guidance so we’re not spinning our wheels?

Dennis: It’s always been extremely crowded on social media, but the funny thing is that very few people are doing it right.

My buddy Brandon Carter, who’s the Keto King and trains other trainers on how they can make money online by teaching classes virtually, posted about that this morning.

It’s really simply this. Instead of just saying, “Hey, you can hire me and I’ll do online training” which looks like YouTube videos, you go to YouTube and have tons of examples on how to do this particular type of exercise.

Build personal connections. In other words, show people a day in your life.

Build personal connections. In other words, show people a day in your life.

For example, right now I’m drinking this KAQUN water. For those of you who can see it versus hear it, this is something that I live and die by because it boosts my immune system due to the oxygen in it. I tell stories about how that’s changed my life.

I interview other people about that, or I talk about how I’m able to have a Keto-friendly diet when I’m in the kitchen. 

I’m not even trying. I’m not Gordon Ramsey. I’m not a fancy chef, but I’m sharing knowledge. I’m sharing moments.

I’m pointing the video camera at my face. The cell phone iPhone 11 is so strong. It’s basically putting, at a business, the bottom end of the DSLR market.

A little 15 second vertical selfie videos that you post on Twitter, YouTube, Facebook, Instagram, TikTok, and LinkedIn is how you’re going to attract clients, because if they know you, like you, and trust you as a human being, they feel like they have a connection.

They see that you’re also in your kitchen and you have a couple of kids that are running around. They can identify with you. You mentioned, “I was at Costco this afternoon and they were out of toilet paper and all these other things. I saw the way some people were behaving.”

You’re telling a story. You’re saying, “Wow, the fear is bigger than the actual Coronavirus problem itself because of all the cascading effects with the economy and Churchill said that the biggest thing we have to fear is fear itself.”

So, I’m just sharing things that have nothing to do with being a personal trainer, and that’s what most personal trainers are missing. 

I was with a group of 300 chiropractors yesterday on a live call. They were thinking that way to drive more clients, because you can imagine they’re all shut down since they’re non-essential, except for the ones in accidents and stuff, and they’re thinking, “Well, what do we do? Our office has limited availability.” Well, have virtual consultations.

But beyond that, talk about who you are as a person. Talk about your favorite businesses. Here’s my favorite thing to do that I give, not just for trainers, but any kind of local business owner.

So, the restaurants are getting hammered, right? Why don’t you go to Yelp and Google, and for the restaurants that you love, leave them some positive reviews.

Talk about how you order pizza from Luigi’s Pizza every Friday night for the kids, and you order three large pepperoni and sausages, and show pictures of that. Don’t just post a three-sentence review.

Post some pictures to show that you’re a human. Guess what happens when you start leaving reviews of other businesses, they start leaving reviews of you.

Post some pictures to show that you’re a human. Guess what happens when you start leaving reviews of other businesses, they start leaving reviews of you.

You can encourage your customers to do that, and maybe you can call up your past customers. If you’ve been in business for a year or two, I imagine you’ve got a base of customers. 

Why don’t you call some of them back and say, “Hey, Holly. I was thinking about you and wanted to ask you how you’re doing. I know we haven’t talked in a few months. I just want to make sure you’re okay.” 

“Oh, well, yeah, I’m okay. We’re just here at home right now.” 

“Okay. Well, those exercises that we did together, I can show you how to do those same exercises from home. Would you like me to show you how?”

Just offer that for free and make videos showing how you’re doing that. A lot of folks are unemployed and they can’t afford personal training right now, but a lot of people can.

Even the ones who can’t right now, if you show them your exercises, you show them yourself as a person, when this thing comes back around, you’re going to have a huge advantage over all the other personal trainers. 

Kristy: Yeah. Do you recommend a specific platform that’s better for local businesses and especially fitness professionals? 

Dennis: It doesn’t matter. It depends on what niche you have as a trainer. So, our friend Matthew Januszek, he’s the CEO of escape fitness.

We have thousands of personal trainers in that group there. A lot of them are engaging surprisingly on LinkedIn because they’re more established and they have gyms with multiple trainers. They’re not just a solo trainer. 

But often, Instagram is a great place if you have a younger demographic. We have a couple friends who train celebrities in Hollywood and they find that Twitter works really well.

It really just depends on where your audience is. Instead of saying, “You know what? I’m going to try to narrow down on one.”

Make your content which are 15 second videos, sometimes one minute videos if they’re instructional, and then cross-post them across all the channels. 

My favorite trick, Kristy, is I’ll post it on Instagram, not as a story but as an Instagram post. Then, because I’ve got an Instagram business profile, it’s easy to convert. I’m cross-posting to Twitter and Facebook at the same time. I’ve connected my Facebook page.

You know how you can connect accounts on Instagram, right? 

Kristy: Right. 

His $1 a day Ad budget strategy to get tons of leads

[11:10] Dennis: Yeah. That way I get three posts at the same time. Then here’s the ultra secret trick; we’re talking about these fitness business secrets. Boost that post for a dollar a day whether it’s on Instagram, Twitter, or Facebook.

Make sure that if you do it on Twitter, manually bid for a tweet engagement campaign at 3 cents or less; manual bid otherwise they’ll end up wasting your money.

You’ll find that if you’re a personal trainer in Glendale, California, and you target just Glendale, California, then those people are going to notice you. They’re going to naturally reach out.

Anytime there’s a crisis, fortunately some percentage of the population has plenty of money. They’d love to get training. They’d love to get advice. 

Maybe you partner with a nutritionist and a dietician and you do a little podcast episode together. Like I was telling you with Matthew Januszek, they manufacture fitness equipment and they found their sales for the direct to consumer side have gone through the roof in the last month as people can’t go to the commercial gyms right now.

So what are they doing? They’re beefing up their home gym. Guess what? If those people are buying equipment, they probably are willing to pay for virtual personal training sessions. I mean they can go to YouTube and look at whatever kinds of videos, but there’s a reason you guys are known as personal trainers.

The reason why they connect with you is because of that personal touch, right? They want to know that someone is holding them accountable, even if it’s just to check in on them.

The reason why they connect with you is because of that personal touch, right? They want to know that someone is holding them accountable, even if it’s just to check in on them.

It’s not that they’re going to do bicep curls better because of the technique. It’s because there’s someone there who cares.

When you show that care, that concern, that appreciation, and you broadcast that through videos, not through texts, not through brochures, not through podcasts that are audio only, that’s what drives your sales. 

The difference between a successful personal trainer versus one that’s not is not because they’re better personal training. It’s because they’re better at relationship building. So, what better time than right now to build relationships?

Kristy: Yeah. For these 15-second videos where hopefully it’s very personal, do you suggest a specific call to action? We still need to ask them to contact us, right? 

Dennis: No, unless at the end it makes sense. You want to make it lightweight, otherwise it feels like an advertisement.

The minute you pollute one of these lightweight videos, it looks like an ad. So, I would have it be lightweight where you’re sharing a tip and if people want to reach out, they can.

If you’re sharing expertise, then you could naturally say, “Hey, does any of you have questions on how to do this exercise?” “Do you have any questions on how I’m cooking?”

You can ask if there is any question on how this and this works. It doesn’t have to be training related, like “Here. I just bought this brand new Sony A7R IV, 61 megapixel camera with a 14-24mm Sigma lens. It was a $10,000 camera with all the stuff on it.”

I’m not a camera person, but I’m sharing how to use it. Why? Because we’ve got a studio here with the multi-camera set up to film courses,  and all the lighting, and microphones, and all that. I’ve kind of taught myself over the last couple of years how to do that. 

Along the way, people have asked me, “Wow. So, Dennis you’ve switched from speaking at conferences, which all got shut down to now teaching inside the studio. Tell me how you set the studio.” 

I’ll say, “Well, what I did was I set up a camera like this on this tripod, and these are the lights that I bought on Amazon, and this is how I set them up. If you want help or want to know how I did it, just let me know. I’ll shoot you a link to all the things I bought,” or “I’ll just hop on a zoom call for five minutes, so I’ll show you. It’s not like anyone’s going anywhere.”

It’s just helpful. It’s natural and people will reach out. Naturally in that conversation, when people build a connection with you, then they want to hire you. So, all you gotta do is build that initial connection and just let it take over from there. 

Your personality and knowledge will take over from there especially if they know who else you’ve trained. If you specialize in training single moms who are busy and are executives, or maybe you specialize in elderly women, or people who are in car accidents, or people who are Hollywood actors, whatever your niche is, you can showcase who you are.

Here’s another one. What I like to do is, I’ll go to which shows you this day a year ago, you did this two years ago, you’re in Hawaii three years ago.

You know what I’m talking about, right? I will then share that memory and I’ll say, “Dang, that was so amazing three years ago when I got the train.” so-and-so. That’s what you want to show. 

Kristy: Yeah. I’m so sure we can do some 15 second videos. Do you have any recommendations for the ratio? Do you generally post one video every day?

Usually, we’re also posting tips or quotes. How many posts a day and how much multimedia?

Tactics to create lots of social media content with only 10 to 15 minutes a day

[16:08] Dennis: So, it’s not how many posts, but it’s more on how much time and energy you put into it. I like to put in 15 or 20 minutes, and in that 15 or 20 minutes, I can usually get in 10 or 15 posts.

How long does it take to do a 15 second story? Literally, I’ll go into my Facebook messenger, or I’ll go on LinkedIn, or Instagram, as a story. I’ll just look at the latest people who replied. I’ll look at someone who had a Facebook post to tag me and I’ll just reply with the video instead of a text.

Somebody sends me a text message, I’ll reply with a 15 second video. I’ve done 200 a day for the last week. It’s over a thousand, that’s like 1400.

The thing is, it’s taking me only an hour or two a day. So, that’s just one hour a day less of Netflix. 

Kristy: Yeah. How about the concern about being good? I think for me, I worry about it being relevant enough or interesting enough, and not putting up good content. 

Dennis: Don’t worry about good content. Don’t worry about trying. You’re not in a professional studio. People buy from you because they relate to you as a human, even when you don’t have your makeup on, especially when they see that you’re vulnerable.

I don’t mean like try to cry in front of people, or admit something terrible happened, but it’s that authenticity. I hate using the word authenticity because a lot of people abuse it, but it’s when you do that, that people feel a connection. 

The things that have driven the most business for our personal training clients that we coach is when they reveal something that’s a little less than perfect.

It sounds counterintuitive, but the reason why is that everyone else on social media is trying to present this perfect Instagram newsworthy sort of fake life moment, this flexing thing, that it begins to look not real and people think that it’s just a commercial. 

So, you still want to have those highlight moments, but you need to mix in something that’s slightly vulnerable because then they feel like they’re on the inside behind the scenes, they’re a friend of yours.

They’re able to see the side when the camera’s off, even though the camera’s always on. 

Are supporting links on your Instagram and Facebook useful?

Kristy: Yeah. What about supporting links on your Instagram and Facebook page?

What should you have there to make sure what you’re posting is something that will lead to them reaching out to you?

Dennis: Look. If you say something interesting, funny, or helpful, or a friend shares some content that you have out there, they are of course going to check out your profile, right?

It doesn’t matter where you post it. You could post it on Quora, LinkedIn, or Twitter. You say something interesting, they’re going to want to say, “Who is this?” and then they click.

You do this yourself. I do this all the time. Someone posts something, I click on. I probably do that 50 times a day. I’m like, “Oh, who’s this? I need to check out who they are.” “Oh, who are they friends with?” “Oh, let me scroll through their feed and see what else they’ve been posting.”

I do that all the time on Quora. I’ll reach out to these people and I’ll say, “Dang. You just wrote this crazy good post on time management. Do you mind if I just interview you on my podcast for 10 minutes? That article you wrote about this, I would love to pick your brain a little bit more on that one and share that with my audience.”

You should know if they have a book of consultation or any of that. If you have good content, people will hunt you down.

You should know if they have a book of consultation or any of that. If you have good content, people will hunt you down.

But that said, in your profile, you want to have links to your personal brand, or to your company page, or whatever your website is that shows who you are, who your clients are, the kinds of training that you do, and that you’re a serious business person. 

It has your phone number so they can call you. It also has your Twitter and Skype, and if you have younger clients, you’ve got to have WhatsApp, Telegram, and other tools. 

Kristy: Yeah. I think a lot of trainers are feeling a little overwhelmed thinking that they have to do all of that. Is it a bad idea to post the same content at the same time across multiple platforms? 

Dennis: It’s a great idea. Most people are thinking that everyone’s going to see it all the same places and think that I’m over posting. You know what the dirty little secret is about social media? 

Kristy: Oh, what is it?

Dennis: No one sees your content. What’s the sound of one personal trainer falling in the forest? 

Kristy: Well, I mean that sort of brings us to the next question. I think most personal trainers will say, “Okay. Well, Dennis you’re a genius in social media so it’s going to take you 10 minutes. It’s going to take me two hours, and then no one’s going to see it except my mom.” 

So, how do you tell someone or get someone to actually do it? Does it really only take 10 minutes?

Dennis: Yes, it does. I hear that all the time. What does take two hours is the amount of excuses they make. Okay. Just imagine the stuff that you tell if you’re a personal trainer.

Is it really because you’re telling them how to do that bicep curl, or is it really coaching them and encouraging them and showing them how to do it?

There is a little bit of expertise, obviously, but it’s the same thing with social media. People think that social media is about these tools. It’s about programming.

They look at me and they say, “Oh, you’ve done it for 23 years and you built the analytics at Yahoo.” “You’ve done this and this, and you run a team with a couple of hundred people.” “It’s just me and I don’t have a $1 billion budget. I didn’t do stuff for Nike and all that.”

I’ll say, “You know what? I shared those items, not because I want to show you what big company stuff looks like or how important I am. It’s to say that these are the same principles that work large and small.”

You as a personal trainer, if you go beyond the personal training, why do your clients hire you? It’s because they want to be healthier and happier. They want to feel stronger.

They want to know they’re doing it the right way. They want to have someone like you in their corner because their friend said that you were really good and that’s why they chose you. They’re doing it because of the relationship. 

Are they doing it because you use Escape Fitness equipment? No. If you play golf, are you using Titleist because that’s the best club? No. It’s because your favorite golfer uses those clubs, you use those same clubs too, and wear those same shoes, and all that. That’s why athlete endorsement stuff works.

It’s because you already are an expert at relationship building and now you just use social (media) as a way to amplify that. There’s nothing new for you to learn except some of the small nuances in using or getting all these apps on your phone.

If you don’t have LinkedIn, Facebook, YouTube, Twitter, Instagram, whatever on your phone, just get those apps on your phone, and cross post it.

It may initially be a little bit awkward because it’s a new skill, just like with any skill. Just like when you train clients, when they first do a particular kind of rep. It’s a little awkward because they already had to do it, but it’s actually easy. 

How to create content that viewers are attracted to without feeling like you have to be perfect or like the super expert

[23:49] Kristy: Okay. So, let’s say someone’s like, “Okay, it’s been three months. I’ve been posting, but I’m not getting much traction or followers,” what are the tips you’d give them to improve their posts?

Is there any structure to creating a good story?

Dennis: Oh, absolutely. So, you asked four or five questions at once. Let me break this down into pieces. First off, start with video; vertical video, selfie style, meaning it’s faced at you, which is a little bit intimidating if you haven’t done that before.

If it’s tough for you to do it selfie style, have your wife or husband or whoever, or child hold the phone while you do something. If you really want to be clever, this is like cheating, pull your pet or pull your daughter into the video with you and say, “Hey honey, tell everyone what we’re doing.”

“We’re making chocolate chip cookies, daddy.” Stuff like that. You just know that’s going to work. It’s cheating, right? Then you might say, “Hey, you know what? I have my cheat days on Saturday. I can eat all the carbs I want, and it’s okay.” Just whatever it is. You just tie it in some bigger story so that way you start the story with a moment that people can identify with. Right? 

It’s not preaching at other people. It’s not selling. It’s not saying, “Hey, I’m a personal trainer. My business has just fallen to pieces in the last month or two. I’m desperate. Please call me.” That kind of signal never works. Right? 

Put out the signal. I’m not saying fake it, but show happy moments. Tell a story of good news that you heard. What I like to do every day is I’ll post just 15 seconds on LinkedIn or Facebook or whatever saying,

“Hey, I heard from my friend Mark and he’s a landlord in Gaithersburg, Maryland. He’s pretty wealthy. So, he just gave all these tenants free rent because they couldn’t afford to pay. I thought, wow, that was so nice. We need more people like that.”

I just shared a piece of a story, some piece of good news. There’s always something to share. Think of yourself more like a journalist. So, just post that as a little video, be human about it. Get more practice. It doesn’t really matter so much the little tactics of how often to post, or how many words does it need to be if it’s on LinkedIn. 

Just whatever feels natural. Some days, some weeks I post nothing and some days I’ll post 15 or 20 or a hundred times. Just whatever feels natural.

Kristy: Okay. What about the story aspect? Do you have any tips on structuring a good story? 

Dennis: So, we like to start with a hook in any piece of content. A hook is something that gets their attention. Why? Because in a story, whether it’s literally like an Instagram story, or Facebook story, or it’s a story as in you’re telling something that happened a moment in time in your life that you post on LinkedIn, which doesn’t have stories, you want to start with that interesting moment. 

I like to  open with something that creates drama or excitement or creates a question. Like I’ll say, “My friend Ali called me and told me he just got laid off. He’s got five kids and rent is due.” and then you want to hear like, “Oh, well what happened next?”

You want to stop them as they’re scrolling because people scroll a hundred meters per day on Facebook and Instagram on their phones. It’s basically like a carpal tunnel.

Then they click to read the rest of the story. This is what happens on LinkedIn or what happens on anything. You want to stop them as they’re scrolling because people scroll a hundred meters per day on Facebook and Instagram on their phones. It’s basically like a carpal tunnel.

You want to get them to stop. So if you open by saying, “I am Kristy”, or “Hi, I’m Paul and I’m a personal trainer”, why the heck should they give a dang about that?

Besides, when you’re saying words at them, they can’t even hear you because 85% of the time the sound is off on their phone. So, you have to waive; maybe outdoors, do some exercises, maybe have a little bit of M.O.W movement. 

Maybe go to the park and walk. As you’re walking through the park, hold up your phone and show them something interesting. Entertain them but at the beginning, you have to start with a hook.

Then from the hook, you move into some kind of story, some situations, something that happened, some kind of challenge. From the challenge you move to this solution which is, “Okay. Now based on this challenge, this is what I did.” 

For example, I was with the queen of Malaysia a few months ago. I was in Kuala Lumpur and I brought this fancy camera. I was there to film some videos and I realized that I didn’t have any batteries for my camera.

Then, that was the problem because I’m here to film a bunch of videos with the queen. I realized, actually, I can just use my iPhone. If I do it the right way, and I use tables and other things as props to hold it steady because I don’t have a tripod, then I can get videos just as good.

I realized that the cell phone videos are more authentic and personal than stuff shot on a DSLR because the pictures are almost as good. Also, I noticed that the subjects are less likely to be intimidated when I’m filming using an iPhone versus a big old camera. 

Now, I’m sharing expertise and I’ll say, “I’ve got tons of other tips on how to do this. Reach out to me. I’m happy to help you.” So, now I’ve gone from the hook to the problem, to the solution, to the call to action. 

Kristy: Yeah. I know that works great in all situations where there is a time to tell a story. For Instagram, I think that a lot of trainers feel like that’s the place to be. Do you have any specific tips there, such as even hashtags or stories or what?

For me, actually I was getting started with Instagram. I didn’t know where to start. 

Dennis: Instagram tends to be a show off kind of place, a lot of flexing. Certainly, there’s nothing wrong with the cosmetics of Instagram and looking good. If you look good, definitely show that. If you’ve got clients that look good and with their permission, definitely show that. 

But it’s going to be even better if you can show stories. Even though your business is falling apart, and you don’t have any clients right now but you did before, it’s totally okay to share memories.

You can say, “This morning, I remembered how our times would sell and sell.” You can keep recycling memories to bring in more clients. Especially if you serve AXE as your particular niche as a trainer, show more pictures and videos of AXE.

If your thing is helping women who have gone through menopause, and women who already had three kids start to feel better about themselves, then start showing more of those kinds of women in that same category. 

Don’t show corporate guys if that’s not your category. I can’t believe how many trainers put out content that doesn’t feature the people they want. Let’s say you live in Newport beach, then put out stuff that’s related to Newport beach. People can say, “Oh, I was just at that restaurant two weeks ago.” or “That was where we had our wedding” or whatever it might be. 

Here’s the key on Instagram, boost. You can promote that post, hit that blue button, spend a dollar a day for seven days. Now what Instagram will do is they’ll suggest $5 a day for six days so $30; don’t do that; $1 a day.

Check back six days later. If you’re getting engagement at less than $0.02, then that’s a good sign.

Check back six days later. If you’re getting engagement at less than $0.02, then that’s a good sign.

You might want to go back to that post, edit it or edit that boost. Do the same thing on Facebook. You can boost the post for a dollar a day for seven days. Edit that boost to be able to get more traction against it, and I guarantee you people are going to start reaching out. 

Now when you do that promoted poster boost, you can choose to send them to your profile, to messenger, or to a URL. I would recommend sending people to your profile.

Most of the time; a quarter of the time, if you’re trying to get people to talk to you where you’re saying, “Hey, I’m happy to help you do this.” Or whatever, then send them to your messages and you can have a chat with them. Either way, you’re going to want to have a chat with them.

I don’t recommend generally sending to the website unless you have an article there or unless you just really want them to fill out a form, but I don’t think that’s a good thing right now for personal trainers. 

Is Facebook Ads worthwhile?

Kristy: What about Facebook ads manager? I feel like it’s pretty expensive when I try to do it. Is that worthwhile? 

Dennis: It’s expensive if you do the wrong thing. If you have a vertical video and you spend a dollar a day for seven days in the last week, I’ve seen other fitness professionals get their cost per through play, which is a 15 second plus view to less than a penny.

That needs someone staying and watching, not just someone who’s scrolling by real fast but someone who’s staying and watching.

These are the people you’re targeting in your city or in your demographic, or whoever your target audience is staying for at least 15 seconds. A lot of those, they turn into clients. Maybe not on the first video, maybe they need to consume four or five videos. 

If they’re consuming four or five videos, it’s pretty clear they like you and they know that you’re a personal trainer. Then, you can just reach out to them saying, “Hey, I noticed you liked a few of my things. I’d love to just find out more about what you’re looking for.” 

Kristy: That’s through basic boost setting. Does that have custom settings where you can track past people, you can try to send it to past people who saw your past videos?

Dennis: Yes. You can create custom audiences. I don’t recommend doing that unless you have a larger gym with multiple trainers or you have seven or eight other trainers under you.

If you’re just a solo trainer, then don’t worry about custom audiences because the city that you’re doing personal training or the niche that you have will already be small enough that the system will optimize for you.

The 3 stages in a funnel — secrets to effective content

Kristy: Yeah. If we’re going to spend a little bit of money, and I think we want this one to be a little bit more effective, do you have any tips about which videos and what to put in a boosted video? 

Dennis: I would boost anything. We’d like to have three categories; why, how, and what, which are the top, middle, and bottom of the funnel, which are also know, like, and trust. Three stages in building a relationship is like getting to know her name, going on a first date, proposing to her, then getting married, right? It’s different stages in a funnel.

The ‘Why’ stage

A ‘why’ is just those lightweight stories, things that are meaningful, something that was funny. Sharing a moment that you thought was interesting, that reflects what your values are, that you’re a family person, that you believe in discipline, that when you’re in the Marines you used to wake up at five o’clock in the morning, I mean whatever it is, it’s some kind of story. 

The ‘How’ stage

The ‘how’, the middle layer is sharing knowledge. So, little pieces of lightweight knowledge could be 15 seconds, could be 60 seconds, could be anything, not just personal training, health, fitness, nutrition, anything, your favorite Netflix, “Hey, we’re spending all this time cooped up. I thought I’d share with you, these are my five favorite Netflix’s.” or “I don’t watch Netflix. I like to read and here’s some books I just bought. Here’s why I like them.”

The ‘What’ stage

Then the ‘what’ is, “Hey, my name is so and so. I’m a personal trainer. I live in Garden Grove, California, and I’m still available to help you. Call me. Here’s my number. Reach out to me on messenger. Here it is. Just go ahead and hit that. I’m happy to help you even if you’re in trouble and you can’t afford personal training services, I’ll still help you. If you’re elderly and you can’t leave the house, I’ll go run groceries for you. Let me know how I can help out.”

Kristy: Yeah. What about the text for these posts? I feel like I’m never really sure what to put in the text part. 

Dennis: Okay. The text is just enough to get them to consume your content. If you’ve got a video, enough to generate interest, do not summarize. So, leave them with the hook, like, “Here’s my favorite thing to do in the morning. What is that? Click on the video to find out.” Do not summarize; entice. 

Kristy: Okay. So, entice them and then we don’t really have to include that much more past the folded part of the text if it doesn’t show; maybe I’m thinking about Facebook. 

Dennis: Nope. Just one sentence. That’s it. Don’t write a whole paragraph. Write just a sentence.

Kristy: Do you have any recommendations for tags in Instagram especially? 

Dennis: I don’t use tags. I mean, you could use some related to your city or not, but usually it’s brands that do that and too many tags looks like advertising. Hashtags look like advertising. 

Kristy: Got it. Alright. Well, I know that you said you had to go, so I don’t want to keep you. I think you said about a half hour or did you have any more time?

Dennis: It was a pleasure spending time with you, Kristy. I hope everyone takes action here. I’d love to see how you guys are using social media to be able to grow your business. Definitely let me know. Tag me, hit me up on LinkedIn or Instagram or Facebook. 

Kristy: Yeah. Thank you so much, Dennis, for being on the show. It’s been a pleasure and best of luck with your social media during this time.

If anybody wants to reach out to you, how can they reach you?

Dennis Yu

Facebook: Dennis Yu
LinkedIn: Dennis Yu

Dennis: Thank you everybody. Appreciate it, Kristy.

Kristy: Thanks. Bye.

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