Axis Foundations

Creating a Reel doesnt need to be complicated.

You dont need a cinematic camera angle.

You dont need 14 cuts.

You dont need to spend three hours editing it.

And you definitely dont need to turn every thought you've ever had into a 2-minute video.

You need a point. A hook. And a reason for somebody to keep watching.

Then say what you need to say and get on with it.

Start with the hook

The first few seconds matter.

Before somebody can learn from you, trust you or understand your point, you need them to actually stop scrolling.

Thats the job of your hook.

And one of the biggest mistakes I see coaches make is wasting the first 5-10 seconds introducing what they're about to talk about.

"So guys, today I wanted to jump on here and talk a little bit about something I've been seeing recently..."

You've already lost me.

Start with the thing.

If your video is about somebody constantly falling off their diet at weekends:

"Are your weekends the reason you keep starting again every Monday?"

Now I know what we're talking about.

More importantly, if thats something I struggle with, you've given me a reason to listen.

Dont sell me the idea. Communicate it.

This is something I want you to remember when you're filming.

You dont need to spend half the Reel convincing me that what you're about to say is interesting.

Just tell me.

If your point is:

"You dont need to completely cut out meals out to lose weight."

Say that.

Then explain why.

You dont need:

"This might be controversial..."

"Nobody is talking about this..."

"You're not going to believe what I'm about to tell you..."

"This one thing completely changed everything..."

Sometimes those hooks have their place, but dont turn every Reel into clickbait.

Your DCP has real problems.

Talk about them clearly.

Keep it short

Length matters.

Not because Instagram has some magical number where every 31-second video goes viral.

Because people have limited attention.

If you can communicate the point in 30 seconds, dont make the video 90 seconds.

For most of your talking Reels, I'd be aiming around:

30-45 seconds.

Sometimes it'll be shorter.

Sometimes the topic genuinely needs longer.

But once you're going over a minute, I want you asking:

Does this actually need to be this long?

Most of the time, it doesnt.

You've repeated yourself.

You've added unnecessary context.

You've gone off on another point.

Or you're trying to teach everything you know about the subject in one video.

Cut it.

One Reel. One point.

This will make creating content infinitely easier.

You dont need to explain:

• Calories.

• Protein.

• Training.

• Steps.

• Sleep.

• Recovery.

• Weekend habits.

And alcohol...

in the same Reel.

Pick one.

Your Reel could literally be:

Hook:

"Why does your diet keep falling apart every weekend?"

Point:

You're being too restrictive Monday to Friday.

Explanation:

By the weekend you're sick of the diet, hungry and desperate for some flexibility.

Takeaway:

Build flexibility into the week instead of trying to be perfect for five days.

Done.

You communicated one useful idea.

If you want to talk about alcohol, thats another Reel.

If you want to talk about meals out, thats another Reel.

Congratulations, you've also just created more content.

Speak to your DCP

Everything we've covered around your DCP applies here.

Dont start a Reel with:

"Here are three tips for weight loss."

Who is that actually for?

Try:

"Are you training three or four times a week but still dont look like somebody who trains?"

Thats a very different opening.

You've created recognition.

The right person immediately knows the video might be relevant to them.

Use the problems, situations, language and frustrations you've already identified inside your DCP.

Your hook doesn't need to appeal to everyone.

It needs to stop the right person.

Talk normally

You dont suddenly need a presenter voice because you've pressed record.

Speak how you would speak to a client.

If a client asked you a question during a check-in, how would you answer it?

Thats probably pretty close to how you should communicate on camera.

You can know everything about biomechanics, physiology and nutrition.

Brilliant.

But if the person watching needs a dictionary to understand your Reel, you've failed to communicate it.

Translate your knowledge.

Make it easy to understand.

Remember, you're not trying to impress other coaches.

You're trying to help your DCP.

You dont need a full script

Some people are brilliant with scripts.

Some people become completely robotic.

If scripts make you sound like you're reading the news, dont use one.

Instead, write:

Hook

Point

2-3 things you need to explain

Takeaway

Then talk.

For example:

Hook: Why are you still not getting stronger despite training four times a week?

Point: Your training has no progression.

Talking points: Random exercises, changing workouts constantly, never tracking lifts.

Takeaway: Track your main lifts and actually give your body something to adapt to.

Thats enough.

You know your subject.

Trust yourself to talk about it.

Use your caption for context

You dont have to cram everything into the video.

This is something coaches forget.

Your Reel can communicate the main idea.

Your caption can add the extra context.

Maybe theres an exception you want to explain.

Maybe you want to give somebody an actionable step.

Maybe theres a client example that helps prove the point.

Maybe you want to go deeper into why it happens.

Put it in the caption.

The Reel earns the attention.

The caption can continue the conversation.

You dont need to hold somebody hostage for two minutes because you wanted to include every possible detail.

Dont record it 27 times

Please dont spend an hour trying to create the perfect 30-second Reel.

You stumble over one word?

Carry on.

You pause?

Fine.

You dont look perfectly polished?

Nobody cares.

Remember what we're actually trying to build here.

Trust.

People need to see you.

Hear you.

Understand how you communicate.

Get familiar with your personality.

Sometimes an imperfect video where you communicate something brilliantly is far better than a perfectly edited video where you sound like everybody else.

A simple Reel structure

If you're struggling with what to film, keep it ridiculously simple.

1. Hook

Give the right person a reason to stop.

2. Problem

Show them you understand whats happening.

3. Point

Explain what you think they need to know.

4. Takeaway

Give them something they can actually do with that information.

Thats it.

You dont need to force every Reel into this exact structure, but its a good starting point.

Before you post it

Watch the Reel back once and ask:

Would my DCP understand immediately that this is relevant to them?

Did I get to the point quickly?

Have I communicated one clear idea?

Could I remove 10 seconds without losing anything important?

Does this sound like me?

If you've got a 75-second Reel and the first 20 seconds are you setting up the point...

Go again.

Get to it quicker.

Stop trying to create masterpieces

Your job isn't to make the greatest Reel ever uploaded to Instagram.

Its to consistently communicate useful ideas to the people you want to work with.

Hook them.

Speak to one person.

Make one point.

Translate your knowledge.

Keep it around 30-45 seconds where you can.

Use the caption if you need more context.

Then post it and move onto the next one.

Say your point and get on with it.