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Exposing the lies, steroid use, and unethical marketing.

Deceit is a foundation for much of the fitness industry.

Think back to the early 90s when television bombarded us with fitness infomercials. They sold us the idea that a simple piece of fitness equipment would give us abs in a matter of just “five minutes a day”.

Absolutely no scientific evidence was required. The only evidence we needed (apparently) was how amazing the fitness models in the advertising look.

Social proof is what we marketers call it.

Or bullshit.

It was probably the first time the models had used that piece of exercise equipment. Instead, they dedicate their lives…

It’s a world of fake likes, bots, and celebrities endorsing products they've never used. Is influencer marketing still effective?

Selena Gomez Instagram
Selena Gomez Instagram

Influencer marketing is one of the biggest marketing trends for the past five years.

If you spend much time browsing Instagram or YouTube, no doubt you will have come across a celebrity with a sponsored post promoting some random brand.

The use of bots and fake accounts to artificially create a following have plagued the practice, many brands starting to question whether they receive real value for their spend.

As consumers, we’re also getting sick of inauthentic posts from celebrities endorsing products we know they would never use.

So, are influencers still relevant, or is the practice losing its credibility?

What is Influencer Marketing?

Be remembered, recognised, and liked by customers.

A common mistake from beginner marketers is confusing their business's brand image with their brand identity. I get it. They sound similar and are related concepts.

But they are not the same thing.

Brand identity is what we think our brand is, and the brand image is what customers believe our brand is.

This article explores what a brand identity is, its importance to a business in creating a reputation, and marketing strategies that a business can use to create and grow its brand identity.

How the brand identity influences the brand image

A brand’s identity is its intent to cultivate a specific image in consumers’ minds.


A Guide to Positioning Strategy

How a brand provides value to customers in a unique way.

What is a positioning strategy?
What is a positioning strategy?

Positioning is where a brand sits in the hearts and minds of customers.

The associations that consumers hold with the brand reflect its positioning in the market. A brand can control the marketing mix to create a market position, but it really the customer who decides a brand’s positioning in its mind.

This blog explores positioning as a marketing strategy.

The relationship between positioning and other essential marketing strategies are discussed, along with five common positioning strategies brands use.

“A position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.”…


Email marketing has a higher success rate than many other marketing and sales techniques. Here’s how it works.

What is email marketing?
What is email marketing?

Since it rose quickly to prominence and the internet about 25 years ago, email marketing has become widely used by businesses.

Email is widely used as a marketing tool for businesses to communicate with their target market and as a relationship management tool to communicate directly with existing customers.

In 2020, a vast majority of people now used email daily to communicate with each other. Either with friends and family, work colleagues, or perhaps to sign up to receive more information about a brand or product that interests them.

This article guides best practice for using email marketing, giving strategy…

The publications where your writing is most likely to be seen.

Increase your chances of your writing being seen on Medium
Increase your chances of your writing being seen on Medium

Ultimately, we all want people to read our writing.

That’s why we write, right?

Sure, you can write journal entries to read to your cat, but this is Medium.

The problem is that most articles are lost in obscurity, lucky to make a couple of dollars.

Time is money. It takes time to write articles. Therefore, the bang for your buck is because you’re paying with your time.

Mind you, it’s harder to be published when publications accept few articles. But if you are, it’s like the holy grail writing—instant audience.

Hence this article and reach. I was interested in…

Get your business on the ‘Gram

A guide to Instagram marketing
A guide to Instagram marketing

Instagram is a hugely popular social media network for sharing photos and videos.

Instagram was one of the top 5 most downloaded app with over a billion active users in 2020.

The app is immensely popular with Millenials and Gen Z — around 63% of Instagram users aged between 18 and 34.

If a businesses’ target customers are under 35 years old, Instagram is an excellent marketing opportunity.

Don’t know where to start? Read on — I’ve got you covered.

What is Instagram?

Since its launch in 2010, Insta, as its users lovingly refer to it, has become one of the most popular…

How to engage the reader and encourage them to take action.

10 Rules That Help Improve Your Copy Writing
10 Rules That Help Improve Your Copy Writing

Copywriting is the process or occupation of writing the text for advertising or other forms of marketing, often on the internet.

Copy aims to influence and persuade the audience to think, feel, or act in a certain way, and usually take some form of action.

The better our copy is, the more effective it should be to elicit a result such as a higher conversion rate.

The writer must determine the optimum way to communicate with their audience. By following these ten rules, copywriters will improve the quality of their product.

1. Understand your topic

Before writing in general, it’s essential to understand your…

My training and diet, and the science behind it.

How I have gained over 40 pounds of muscle
How I have gained over 40 pounds of muscle

It isn’t easy to try and achieve our dream physique.

We go to the gym with good intentions. But for a lot of us, it’s not a priority.

We get busy. Or, we get bad advice.

The wider fitness industry has fallen victim to a lot of misinformation and snakeskin salespeople trying to sell us the latest superfood or other industry trends.

Often, the basis for marketing fitness is selling people unattainable dreams of what they might achieve.

Our Instagram feeds are filled with people using steroids, trying to sell us some worthless supplement. The media feed us lies about…

It’s easier to market actors who actually look like superheroes.

Dwayne Johnson — The Rock: Is he on steroids?
Dwayne Johnson — The Rock: Is he on steroids?

The Rock is ridiculously muscular for a 48-year-old.

Born into this world as Dwayne Johnson, he is Hollywood’s biggest male star. According to Forbes, The Rock was the world’s highest-paid actor in 2020.

Hollywood has a history of casting muscular men in lead roles, going back to Arnold Schwarzenegger and Sylvester Stallone in the 1980s.

This trend is becoming even more prominent over the past ten years, as superhero films have taken over Hollywood. According to this list, there have been more than 50.

Is that what the consumer wants? Apparently so, because there were another eight released in 2020…

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