This content provides a practical, three-part formula for crafting effective advertising headlines, specifically for fitness-related promotions, emphasizing clarity, benefit-driven language, and impactful keywords to improve conversion rates.
Key Points
Mind Map
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Hey, what's going on everyone? Happy
Sunday. Hope you guys are rocking and
rolling on your Sunday morning, evening,
afternoon, whatever time zone you are
watching or listening to this in. Um, I
recently have been doing a deep dive
into funnel world um, and ads for both
B2B and B2C. I've been kind of like
taking a more front seat approach uh,
lately and so I wanted to make this
because I recently had a gym owner send
me some of their ads um, and I was like,
"Oh crap, these are definitely not going
to convert." And so I wanted to just
give um basic headline stuff that will
always just make you more money. And so
um the formula that I've used for all of
the fitness ads um that we ran and that
I ran at my gyms and that we continue to
run is a simple formula. It has three
parts to it. All right. The first part
is duration. All right. Because
virtually every fitness-based uh
promotion that you're going to run is
going to be uh x amount of weeks, x
amount of days, whatever. Right? So it's
like 21 day, 42 day, 6 week, 28 day,
30-day, 1 month, whatever that is.
That's the first piece of your headline.
Okay. Second piece of the headline, and
this is what I see people mess up, is
the kind of uh the benefit or the
result. Okay, so it'd be like six week
six-pack if it was for guys, right? 28
day bikini. Uh 6 week booty, 42-day
detox. Uh uh like [ __ ] I'm trying to
think. Um you could I mean if you want
to even get a little bit more creative
with it, you could say like 28 day
skinny friend, right? So now you're like
then the copy is going to reel that in
and talk about how um isn't wouldn't it
be nice to always be the skinny friend?
Right? Because now you're talking about
status within the context of other
people. So you're looking at the
prospect within the eyes or from the
perspective of their friend, right? And
so you have duration first, okay, in the
headline. And the second piece of
headline is going to be the benefit. All
right? It could be leaning down, slim
down, thin waist, um you know, small
dress, like that's where like the um a
lot a really popular one was uh a little
black dress, right? Because that was the
result. That was the benefit, right? And
so like like loosen a belt loop like two
notches down on the belt loop. try and
demonstrate what the result is going to
be with the second piece. And that's
where just being creative as a marketer
comes in. All right? So duration is
simple. Make sure you have a duration
first because that's where people want
to see what kind of commitment or
implied when they're going to achieve
the result, right? So it's like if you
have a 28 day drop belt or drop two belt
notches like cool, I get it. Drop two
belt notches in 28 days. Cool. But
you're not making a guarantee. That's
just the title of the uh advertisement.
Okay. The third piece to this is a power
word. All right? And so a power word
could be challenge, it could be
blueprint, it could be accelerator, it
could be intensive, it could be um of
course I'll blink while I'm live. Um but
it's words like that that like program,
you know what I mean? Transformation.
All of those are going to be like the
the the period at the end of the
sentence. And so when you're making your
ads, this is the headline that would go
in the banner. All right? this is the
headline that goes in the banner. Once
you've done that, like if your ad
doesn't have that, the likelihood that
it's going to convert is much lower.
Period. It's just like these are and
what's what's interesting is you're
like, "That sounds so basic, Alex. I see
ads all the time from gym owners even in
our community that don't obey this and
then they're surprised that they're not
getting results." Like I made a video a
couple days ago about like it it's like
the news. Like if you look at the way
the headlines look on the news, they're
still the same and they all they do is
they just change the characters and your
job as the reporters to go and grab the
story and capture it, right? So, um
duration 28 day
benefit, you know, six uh six duration
28 day benefit uh six-pack or uh you
know, skinny waist or smaller jean size
or whatever, right? and then blueprint,
challenge, transformation, whatever it
is is the third word. All right? And so
that is how you go one, two, three, and
that is your formula for headlines. Now,
once you have that,
the next piece is going to be the
creative. I'm not going to get into the
creative too much because I've made
other videos about that. But using the
lead genen scrambler for whatever you
want to put in your video or your image
is going to work well, right? So, that's
going to be group workouts, uh, a pitch
of you explaining what it is going to
be, um, any images of people sweating
together, in the group together,
testimonials, work, all of that stuff is
creative, and you can still use the same
headline. All right, the headline
doesn't have to be specific to the
creative. So, that's like one of the
biggest things that I've learned as a
marketer is that you don't need that.
Those two don't actually need to be
connected. Okay? Now, I'll tell you
where it does need to be connected in a
second. The next piece that you're going
to have to this is when you actually go
to the copy. So, I'm only specifically
talking about Facebook ads. If you're
marketing on like GDN or other things
and like those are banners and you have
to have more steps to it. But if you're
just talking about Facebook, then what
you're looking at then is the first line
of the copy is going to be calling out
who you want and who you don't want,
right? Like residents that are in this
area, right? That's what you're like
there's obviously ad compliance
guidelines of making sure that you can't
say you and you can't say like um you
ladies because you can't identify the
prospects because Facebook doesn't like
that, right? And so you're going to do
your best to describe it without calling out
out
um the person individually who's
reading. Okay? So it's who we're looking
for and if not more importantly who we
are not looking for. Okay? And that can
be the first two lines. And then you
have your subhead, right? Which is going
to be tied back to the headline that we
said. So it's like if if we said the the
28day skinny friend, you know,
transformation, right? Or skinny friend
accelerator program, doesn't matter,
right? you go there, it's like, wouldn't
it be nice to be the skinny friend for
once? We all have those friends, right?
And that's the lead in. That's the lead
into the ad. It's like, we all have
those friends. It seems like they can
eat whatever they want and they never
gain weight. Wouldn't it be nice to know
that it's not their genetics that's
actually their habits and those habits
are programmable and teachable right
now? I'm like, "Oh, this is an
interesting ad. I want to read more."
It's like and over the last x years
implied authority like we've done this
with over a thousand people in this
local area alone and right now we're
opening up our spot in our 28 day blah
blah blah accelerator. Um and so if you
want to be the skinny friend then click
over right and so then call to action.
And so like this is a formula like like
hopefully just from the way I'm
describing this you can understand how
this works. So when you're making ads
and this is when a lot of people are
making ads is on Sundays, right? When
you're making the ads, start with the
headlines for the actual banner on the
ad itself. All right. Duration, benefit,
results, powerword. Then you have your
creative that's going to plug in. That's
really there just to get attention and
make sure that they're like they pause
and stop. All right. A a fun side note
is make sure that the color makes sense.
Colors and fonts matter. Sometimes even
more than the words. So, if you're doing
a meme banner or a banner on the ad, you
want to make sure that you're not doing
black and yellow or black and red for
women, right? Women are going to be
like, "That looks hardcore, right?" Same
thing. You don't want like stencled
spray lettering, which is like kind of
like hardcore G.I. Joe lettering for
women, right? It's not going to work as
well. It has a different feel. All
right? To the same extent, if you're new
doing a guys-based ad, then doing black
and green, black and blue, like sort of
male-based colors is going to work fine.
You just want to make sure that you're
matching those two to the prospect that
you're trying to attract. All right. And
the next thing is like I said is the
font, right? Some fonts work either way.
Like permanent marker is a font on
Google fonts works for guys or girls,
right? So you can have white and pink in
part in in permanent marker font or you
can have black and yellow or black and
red or blue and black or whatever it is,
right? Obviously you can be in the
middle and just do blue and white or
green or or blue and white or green and
white or you know with black stencil,
whatever. All that that stuff's fine,
right? But make sure that you're
matching that. And these like these are
definitely like the fundamentals. Like
these are the basics. But if you're not
doing these and you'd be surprised how
many people don't do the fundamentals,
like the advanced people just never
don't do them. And that's all it is.
Okay. So, we're going back to the ad.
So, we've got our headline. It's in the
right font that matches the prospect and
it's in the right colors. Cool. We have
our creative, which we know converts,
which is going to be people working out
together, food pictures, uh, you know,
images of like sweaty selfies. uh eye
based images where someone's staring at
the camera. Um selfie pitch videos. All
of those type of videos work right for
creative. Then uh you have your who
you're calling out to to make sure that
you both attract the right people but
ward away the ones you don't. The not
the who it's not for is just as if not
more powerful than who it is for. All
right? Because it shows that you're
selective and you're going to be more
magnetic and repulsive when you make
that. Right? Like if you've noticed
recently a lot of the gym launch ads
that have come out have been like no
personal trainers. Like we only want gym
owners who have over 25 clients or
full-time have a signed lease and XYZ.
And the reason for that is because we
just did a data analysis on the clients
that make the most money with us and
stay the longest. And guess what? It's
[ __ ] gym owners, right? And so so
we're just making sure that we are 100%
clear that this is who we work with. Now
you if you want to look at your own
clients and find out which clients are
actually worth the most to you and then
put it in your copy, ward off the people
who aren't good and the people who do
read that and are like, "Wow, that's
really me." Right? Then they're going to
be way more likely to click and then the
the the quality of the click that you
get is going to be much higher. All
right? And the next thing finally is the
subhead is the lead in. Right? And
that's usually going to be tied to the
benefit result, the middle word of your
of your of your headline, right? And so
if you did the 28 day lose two notches
whatever transformation, right? Um and
this is where you'd have a little image
of jeans in a belt or something on the
banner, right? It would make sense. And
then when you're with the leadin, it's
going to tie it back to that because
they're like, how is this connected? And
so you're going to connect that to like,
hey, have you ever have you ever have
you've noticed recently that you keep
going up in notches every six months or
so? Well, the good news is it's not
permanent and we know how to fix it,
right? and then you're like boom and
then you can go into your normal copy.
Okay, so um if you are making your ads,
make sure to use those headlines. Make
sure that the banners are set that way.
Three pieces, duration, benefit result,
and then powerword. Make sure the the
images/copy are uh attention grabbing
usually like the lead genen scrambler
like just use that. Um and then when you
are uh doing the copy on the top, make
sure you're attracting and repulsing the
right people. and then do your lead in
your sub headline or what would be your
sub headline because you don't want that
actually in the actual banner it's too
many words but you want that subhead
because if they read that then they're
going to want to find out more they find
out more then it's going to tie into
what they just read and it's going to be
relevant all right once they click from
there to the page you want it to be
congruent all right so if you're having
a 28 day blah blah blah blah blah and
this is where it's like this is where it
takes work this is where like good
marketers beat mediocre marketers just
by not being lazy and so then they Make
sure the page matches the offer and the
benefits and the results that we're
talking about on the ad because the
people who clicked, it's exactly what
they want. All right? And so that's what
we're doing here. So you can have two
funnels that are running for the same
campaign, just one's for men and one's
for women. That's a basic split, right?
If you want to get more granular, you
can have older women and younger women.
I would imagine that you probably talk
to a 55-year-old woman differently talk
to a 25-y old girl, right? Of course you
would, right? The messaging changes, the
way that the page probably looks
different, etc. And so that's where you
become a better marketer. So anyways, I
hope that just gives you just like a a
quick overview in terms of gloss. If
you're making your ads today this
Sunday, which is what a lot of our gym
owners do make their ads. Um, follow
those guidelines. You'll get more
clicks. You'll get more leads. And um,
if you found this valuable, tag
somebody, drop a like or comment, and if
you're listening on the podcast, please
leave a review. All right, keep being
awesome. Lots of love. Um, I'll catch
you guys soon. All right. Bye. [Music]
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