High-end home fitness copywriting

If you want to write a high-end home fitness copy, the core is never to pile up hot words such as "self-discipline", "counterattack" and "perfect figure", nor to make the picture look like a fashion magazine without any life style, but to We don’t sell anxiety, we don’t set up a perfect persona, we only convey the relaxed consensus that “fitness is an optional action in life, not a must-do problem”。

I came across a note from a fitness blogger a while ago, and the text was "Sisters who got their waistline in 30 days, I'll help the group to practice." The photo was quite nice, with a pure white yoga mat and a sunset lamp, and even the water bottle on the side was a limited edition of a luxury brand. But the comment section is full of comments such as "I'm so tired from work that I don't have time to practice every day" and "I can't control my mouth so I'm not worthy of being in the group." You see, no matter how sophisticated the hardware is, as long as there is a sense of kidnapping hidden in the copywriting that "you don't practice, you don't have self-discipline", it won't make you high-end.

On the contrary, I followed a girl who works in architectural design. She usually doesn’t post pictures of her well-sculpted figure. When she posts fitness updates, the captions are always casual thoughts: “Today, I changed my plan to the point where I felt like vomiting. I rolled the foam roller for 20 minutes, and my waist is no longer someone else’s.” “I did 3 sets of squats in the morning while steaming steamed buns. Two buns were steamed, but my buttocks are still up, so it’s not a loss.” There are always unfinished breakfasts and spread-out design drawings piled next to Tuli's yoga mat. Occasionally, you can see the footprints of her cat on the dumbbells. Every time she posts such notes, the comment area becomes very lively. Some people say that they worked overtime yesterday and took the time to practice. Some people asked her about the link to the foam roller. No one felt offended. Instead, they all thought, "Oh, so fitness can be so casual."

Of course, regarding the high-end sense of home fitness copywriting, there have always been two completely different voices in the fitness content circle. One is the idea of "hard-core technical flow". They believe that a sense of high-end is professionalism and reject all meaningless emotional expressions. They only include real training data in the copy: "Today I did a 60kg deadlift set, and my grip strength increased by 10kg compared to last week. The erector spinae muscles that I always relied on before finally found their strength today", with pictures It is just screenshots of the actions of the training video, without even adding filters. This kind of copywriting is particularly well recognized among hard-core fitness enthusiasts. There is no nonsense. All the information is for communication with fellow fans. It will not attract the noobs who ask "can you build muscular legs" at all. Instead, it has a sense of alienation and high-level "you will understand naturally".

The other school of thought is the "life flow" just mentioned. They believe that fitness is originally used to adjust life, and there is no need to be so serious. A little fireworks in the copywriting is the most impressive. The two views have been arguing for almost two years, but there is still no winner. However, I looked through the fitness content data of a certain content platform this year, and I can see some trends: the interaction volume of home notes with the "lifestyle fitness" label is 1.47 times that of pure check-in notes, but the collection volume of hard-core technical flow notes is 3.2 times that of ordinary check-in notes. To put it bluntly, both types of content have their own audiences, and no one is better than the other. As long as you don't forcefully convince others that "my way is right", it will not appear low.

I have been making home fitness content for almost 4 years, and I have encountered many pitfalls before. In order to appear "high-end", I bought internet-famous yoga mats and sunset lamps. When taking pictures, I had to collect all the snacks and express boxes around me. I also had to consider for a long time whether to add words like "self-discipline" and "hard work" in the text. As a result, my note-taking data during that period was particularly poor. Later, one time I finished practicing my glutes and legs and collapsed on the ground from exhaustion. I took a picture of half a box of iced watermelon next to me and my legs were still shaking. I wrote in the caption, "I finished practicing my glutes and legs today and I almost fell to my knees when I went downstairs to pick up the package. Who knows?" It went viral, and the comment section was full of people with the same experience complaining. It was then that I realized that when people watch home fitness content, they originally want to find people on the same channel, not to watch a perfect god show self-discipline.

In fact, after all is said and done, there has never been a unified template for the high-end feel of home fitness copywriting. If you are a hard-core enthusiast, just write the training data honestly, without making up any life jokes. ； You just treat fitness as relaxation, and openly show off the way you chew duck neck while practicing without any self-discipline persona. As long as there is no sense of oppression in your copywriting like "you have to do this" or a sense of superiority like "I've practiced so I'm better than you" and can make people who see it feel like "oh, so I can do this too", you've already won. Oh, by the way, when I was writing this article just now, I did 20 silent squats against the wall while I was thinking about ideas. My legs are still sore now, so I have completed today’s fitness KPI😆