I upped my game the other night, and I did it fully on purpose and with intent. I decided to work from a place of pure authenticity, so I could begin to decipher who constitutes my target market, who my real peeps are … who truly makes up this awesome tribe known as the JoyFit Nation.
It all started with the need to market my upcoming detox (more on that later) and turned into me having to “unfriend” someone on social media for the first time ever (legit).
I had jokingly said to my boyfriend and two of my closest friends, “We’re gonna see if sex sells!” Not realizing that someone was actually about to take things to that level. Now, before I go on, let me point out that the comment was made in a post on my PERSONAL social media account … not even my JoyFit Nation account, and most definitely not the account of my brick and mortar boutique fitness studio (this will come into play later). And the text of the post was pretty benign, simply providing information on the program I was promoting, save the lead line of, “Wanna be SLEEK & SEXY for SPRING?!?!” I know, I know … totally pushing boundaries, right? Ha! Not so much, BUT then there is the matter of the image I chose to accompany the text … and herein lies the scandal!
By the way, I should mention that the picture in question was purchased by none other than yours truly through an online database where you can buy royalty-free images for marketing purposes, so we’re not talking porn here … we’re talking art. And not only is the image itself artistic in nature and the photographer an artist in their own right, but the bodies of the people in the image are serious works of art in and of themselves … do you have ANY idea how hard it is to get a body to look like that?!
I’m going to post the image here again, because I don’t regret my original posting of it one little bit. In fact, I think the image is HOT, not to mention, completely HARMLESS, and even my seventy-four year old, churchgoing mother agrees (well, with the harmless part at least). When I showed her the picture (with no background info, mind you) and asked her if she found it offensive, she said (and I quote), “No … you’d see worse on TV or in a fashion magazine,” and then specifically pointed out Vogue as an example.
Even though I am a grown woman, yes, my mother’s opinion still very much matters to me and any self-doubt that may have been festering at that point was squashed (thanks, Mom)! Now, she went on to mention that, although the image doesn’t bother her, the strong language that I tend to use in my JoyFit Nation blogging and emails does. To that effect, I gently informed her that she is not my target audience. I explained that my job here is to be nothing more than my beautifully authentic self, and I’m not going to sensor my words, or filter my message to the world in any way, shape or form, because it just wouldn’t work. It would come across as fake, and you can refer to me as MANY things and get away with it, but fake I will NOT accept. This is me. Raw, real, and unequivocally Joy. What you see, hear and read from me, “is what it is,” so if you don’t like it, just stop reading right now. Stop following me. Stop listening to me. I won’t get offended … I promise! I’m in the process of building my tribe of awesomeness, and it is TOTALLY okay if you’re not in it. What it really comes down to is this …
You’re either for us or against us … and, as my Big Sis likes to say, “Either way, we’re okay!”
Now, back to my scandal. Oh! The pic! I almost forgot! Here ya go …
Simply scandalous So what happened within minutes of this image hitting the newsfeeds of all my friends and followers? Well, lots of “likes” and shares for one, and then one little “not-so-nice” comment. Please keep in mind this was CLEARLY a marketing post for my business … if someone really had that much of an issue with it, or with me posting it, they could have reached out to me outside of my marketing efforts, ya know? And, by the way, this is actually the SECOND time this SAME person made a rude comment on a marketing post for my business in less than a month. And stranger still, this person has known me for years, and I have never treated them with anything less than love and respect online and off.
I don’t know about you, but my mother taught me that if you don’t have anything nice to say, don’t say anything at all. If you don’t like it, then you don’t have to look at it. And more so, you certainly don’t have to take the time out to make commentary on it while it sits on your screen for even longer than necessary (considering how offensive it obviously is to you), or maybe you really secretly like it and just won’t admit it to yourself. Either way, just hide me from your newsfeed … or “unfriend” me if you feel it’s necessary. But DO NOT disrespect me, my family, friends or businesses and think that I will sit idly by and take it. And yes, this person specifically called me out and named my brick and mortar business with their rude comment, saying something along the lines of questioning if this was the image my studio now projects (I honestly don’t remember exactly what the comment was, because I quickly deleted it and then quickly deleted them). At any rate, they obviously didn’t even bother to READ anything in the post, or they would have seen it was marketing a JoyFit Nation program, and not one of my studio’s offerings.
Another gem my momma pointed out (and then another client that I’m close with later the next day seconded) is that it’s really about where the person is coming from. So true, right?! If you’re in a bad place, I can see how looking at some sexy, hot bodies might piss you off. It’s all about our own perception of whatever is out there and apparently, this person perceived my post as a threat. I have no idea why … it most certainly wasn’t my intention to harm anyone in any way, but it’s also Not. My. Problem. This isn’t about me. It’s not even about the image I chose to post. It’s about that person. It’s about where they are in their own head right now. And funny, not funny, that the whole post was actually about a program to cleanse our lives from toxicity! It’s designed to clean up and clear out our body, mind, and spirit!
Well, I guess I started my cleansing process a few days earlier than planned, when I detoxed my Friends List!!! In case you’re interested, the real cleanse begins this coming Monday, 02/23 with Detox Divas (and Dudes!), so you only have a couple of days left to jump on board and get lean, mean and clean in time for spring! And I gotta tell ya … I feel lighter and brighter already
Joy M. Perugini is an Shaman, Energy Healer, Intuitive and Entrepreneur. She finds her passion in helping others connect to their soul-led lives through energetic healing and clearing, chakra balancing, mindful movement (dance, yoga and functional fitness classes), guided meditations and intuitive readings. Her twenty-seven years of diverse experience in the health and wellness industry include establishments throughout the continental United States and Hawaii. Her Bachelor of Science degree in Health Science with a concentration in Exercise Science and Sports Medicine, provides a strong knowledge-base to her work. Joy started as a student athletic trainer at Eastern College in Pennsylvania and interned at a physical therapy center treating sports related injuries. During a two-year residency on Maui, Hawaii, Joy served as the Lead Fitness Trainer at the Grand Wailea Resort and Spa, rated the #1 Resort Spa in the World by Conde Nast Magazine. Joy’s tenure there increased her knowledge of the spa industry and importance of customer care. Joy was born and raised in West Hartford, CT and returned there as an in-home personal trainer, helping many clients achieve their wellness goals. She later managed a health and fitness center for a major international corporation based in Hartford, CT. Feeding her entrepreneurial spirit, Joy opened a boutique group exercise and personal training studio located in Plainville, CT, in June 2006. The studio offered customized training to individuals of all fitness levels and abilities, and housed a distinctively friendly atmosphere in an industry known to intimidate many. While still running the day to day activities at the studio, in 2014 Joy decided to expand her reach and spread her love of life, fitness, health and wellness far and wide by forming her web-based company, JoyFit Nation, LLC. Today, Joy spreads insight and inspiration by sharing her message online and in person via her signature programs, retreats, workshops and private sessions.