0:01 Hey, what's going on everyone? Happy
0:03 Sunday. Hope you guys are rocking and
0:05 rolling on your Sunday morning, evening,
0:06 afternoon, whatever time zone you are
0:10 watching or listening to this in. Um, I
0:11 recently have been doing a deep dive
0:14 into funnel world um, and ads for both
0:16 B2B and B2C. I've been kind of like
0:18 taking a more front seat approach uh,
0:20 lately and so I wanted to make this
0:22 because I recently had a gym owner send
0:24 me some of their ads um, and I was like,
0:26 "Oh crap, these are definitely not going
0:27 to convert." And so I wanted to just
0:31 give um basic headline stuff that will
0:33 always just make you more money. And so
0:36 um the formula that I've used for all of
0:40 the fitness ads um that we ran and that
0:41 I ran at my gyms and that we continue to
0:43 run is a simple formula. It has three
0:45 parts to it. All right. The first part
0:48 is duration. All right. Because
0:50 virtually every fitness-based uh
0:51 promotion that you're going to run is
0:53 going to be uh x amount of weeks, x
0:56 amount of days, whatever. Right? So it's
1:00 like 21 day, 42 day, 6 week, 28 day,
1:03 30-day, 1 month, whatever that is.
1:06 That's the first piece of your headline.
1:09 Okay. Second piece of the headline, and
1:11 this is what I see people mess up, is
1:13 the kind of uh the benefit or the
1:16 result. Okay, so it'd be like six week
1:19 six-pack if it was for guys, right? 28
1:24 day bikini. Uh 6 week booty, 42-day
1:28 detox. Uh uh like [ __ ] I'm trying to
1:30 think. Um you could I mean if you want
1:31 to even get a little bit more creative
1:33 with it, you could say like 28 day
1:36 skinny friend, right? So now you're like
1:37 then the copy is going to reel that in
1:40 and talk about how um isn't wouldn't it
1:41 be nice to always be the skinny friend?
1:42 Right? Because now you're talking about
1:44 status within the context of other
1:45 people. So you're looking at the
1:47 prospect within the eyes or from the
1:49 perspective of their friend, right? And
1:52 so you have duration first, okay, in the
1:54 headline. And the second piece of
1:55 headline is going to be the benefit. All
1:58 right? It could be leaning down, slim
2:02 down, thin waist, um you know, small
2:03 dress, like that's where like the um a
2:06 lot a really popular one was uh a little
2:07 black dress, right? Because that was the
2:09 result. That was the benefit, right? And
2:12 so like like loosen a belt loop like two
2:13 notches down on the belt loop. try and
2:15 demonstrate what the result is going to
2:17 be with the second piece. And that's
2:18 where just being creative as a marketer
2:20 comes in. All right? So duration is
2:22 simple. Make sure you have a duration
2:23 first because that's where people want
2:25 to see what kind of commitment or
2:27 implied when they're going to achieve
2:29 the result, right? So it's like if you
2:32 have a 28 day drop belt or drop two belt
2:34 notches like cool, I get it. Drop two
2:36 belt notches in 28 days. Cool. But
2:37 you're not making a guarantee. That's
2:40 just the title of the uh advertisement.
2:43 Okay. The third piece to this is a power
2:45 word. All right? And so a power word
2:47 could be challenge, it could be
2:49 blueprint, it could be accelerator, it
2:53 could be intensive, it could be um of
2:55 course I'll blink while I'm live. Um but
2:58 it's words like that that like program,
2:59 you know what I mean? Transformation.
3:01 All of those are going to be like the
3:03 the the period at the end of the
3:05 sentence. And so when you're making your
3:07 ads, this is the headline that would go
3:09 in the banner. All right? this is the
3:12 headline that goes in the banner. Once
3:13 you've done that, like if your ad
3:15 doesn't have that, the likelihood that
3:16 it's going to convert is much lower.
3:18 Period. It's just like these are and
3:19 what's what's interesting is you're
3:21 like, "That sounds so basic, Alex. I see
3:23 ads all the time from gym owners even in
3:24 our community that don't obey this and
3:26 then they're surprised that they're not
3:28 getting results." Like I made a video a
3:30 couple days ago about like it it's like
3:31 the news. Like if you look at the way
3:33 the headlines look on the news, they're
3:35 still the same and they all they do is
3:36 they just change the characters and your
3:38 job as the reporters to go and grab the
3:42 story and capture it, right? So, um
3:45 duration 28 day
3:49 benefit, you know, six uh six duration
3:53 28 day benefit uh six-pack or uh you
3:57 know, skinny waist or smaller jean size
4:00 or whatever, right? and then blueprint,
4:02 challenge, transformation, whatever it
4:04 is is the third word. All right? And so
4:07 that is how you go one, two, three, and
4:09 that is your formula for headlines. Now,
4:11 once you have that,
4:13 the next piece is going to be the
4:14 creative. I'm not going to get into the
4:15 creative too much because I've made
4:17 other videos about that. But using the
4:19 lead genen scrambler for whatever you
4:20 want to put in your video or your image
4:23 is going to work well, right? So, that's
4:24 going to be group workouts, uh, a pitch
4:26 of you explaining what it is going to
4:29 be, um, any images of people sweating
4:31 together, in the group together,
4:33 testimonials, work, all of that stuff is
4:35 creative, and you can still use the same
4:37 headline. All right, the headline
4:38 doesn't have to be specific to the
4:39 creative. So, that's like one of the
4:40 biggest things that I've learned as a
4:41 marketer is that you don't need that.
4:43 Those two don't actually need to be
4:44 connected. Okay? Now, I'll tell you
4:45 where it does need to be connected in a
4:48 second. The next piece that you're going
4:49 to have to this is when you actually go
4:50 to the copy. So, I'm only specifically
4:52 talking about Facebook ads. If you're
4:53 marketing on like GDN or other things
4:54 and like those are banners and you have
4:56 to have more steps to it. But if you're
4:58 just talking about Facebook, then what
5:00 you're looking at then is the first line
5:02 of the copy is going to be calling out
5:05 who you want and who you don't want,
5:07 right? Like residents that are in this
5:09 area, right? That's what you're like
5:10 there's obviously ad compliance
5:11 guidelines of making sure that you can't
5:14 say you and you can't say like um you
5:15 ladies because you can't identify the
5:17 prospects because Facebook doesn't like
5:18 that, right? And so you're going to do
5:20 your best to describe it without calling out
5:21 out
5:22 um the person individually who's
5:25 reading. Okay? So it's who we're looking
5:27 for and if not more importantly who we
5:29 are not looking for. Okay? And that can
5:31 be the first two lines. And then you
5:33 have your subhead, right? Which is going
5:36 to be tied back to the headline that we
5:38 said. So it's like if if we said the the
5:40 28day skinny friend, you know,
5:43 transformation, right? Or skinny friend
5:45 accelerator program, doesn't matter,
5:47 right? you go there, it's like, wouldn't
5:48 it be nice to be the skinny friend for
5:50 once? We all have those friends, right?
5:51 And that's the lead in. That's the lead
5:52 into the ad. It's like, we all have
5:54 those friends. It seems like they can
5:55 eat whatever they want and they never
5:57 gain weight. Wouldn't it be nice to know
5:59 that it's not their genetics that's
6:00 actually their habits and those habits
6:02 are programmable and teachable right
6:03 now? I'm like, "Oh, this is an
6:05 interesting ad. I want to read more."
6:07 It's like and over the last x years
6:08 implied authority like we've done this
6:10 with over a thousand people in this
6:12 local area alone and right now we're
6:14 opening up our spot in our 28 day blah
6:16 blah blah accelerator. Um and so if you
6:19 want to be the skinny friend then click
6:21 over right and so then call to action.
6:24 And so like this is a formula like like
6:25 hopefully just from the way I'm
6:26 describing this you can understand how
6:28 this works. So when you're making ads
6:29 and this is when a lot of people are
6:32 making ads is on Sundays, right? When
6:34 you're making the ads, start with the
6:36 headlines for the actual banner on the
6:40 ad itself. All right. Duration, benefit,
6:42 results, powerword. Then you have your
6:44 creative that's going to plug in. That's
6:46 really there just to get attention and
6:47 make sure that they're like they pause
6:50 and stop. All right. A a fun side note
6:52 is make sure that the color makes sense.
6:54 Colors and fonts matter. Sometimes even
6:56 more than the words. So, if you're doing
6:59 a meme banner or a banner on the ad, you
7:00 want to make sure that you're not doing
7:03 black and yellow or black and red for
7:04 women, right? Women are going to be
7:06 like, "That looks hardcore, right?" Same
7:08 thing. You don't want like stencled
7:09 spray lettering, which is like kind of
7:12 like hardcore G.I. Joe lettering for
7:14 women, right? It's not going to work as
7:15 well. It has a different feel. All
7:17 right? To the same extent, if you're new
7:20 doing a guys-based ad, then doing black
7:22 and green, black and blue, like sort of
7:24 male-based colors is going to work fine.
7:25 You just want to make sure that you're
7:26 matching those two to the prospect that
7:28 you're trying to attract. All right. And
7:29 the next thing is like I said is the
7:31 font, right? Some fonts work either way.
7:34 Like permanent marker is a font on
7:36 Google fonts works for guys or girls,
7:39 right? So you can have white and pink in
7:41 part in in permanent marker font or you
7:43 can have black and yellow or black and
7:45 red or blue and black or whatever it is,
7:46 right? Obviously you can be in the
7:48 middle and just do blue and white or
7:49 green or or blue and white or green and
7:51 white or you know with black stencil,
7:52 whatever. All that that stuff's fine,
7:54 right? But make sure that you're
7:56 matching that. And these like these are
7:57 definitely like the fundamentals. Like
7:58 these are the basics. But if you're not
8:01 doing these and you'd be surprised how
8:02 many people don't do the fundamentals,
8:04 like the advanced people just never
8:05 don't do them. And that's all it is.
8:07 Okay. So, we're going back to the ad.
8:09 So, we've got our headline. It's in the
8:10 right font that matches the prospect and
8:13 it's in the right colors. Cool. We have
8:14 our creative, which we know converts,
8:15 which is going to be people working out
8:20 together, food pictures, uh, you know,
8:23 images of like sweaty selfies. uh eye
8:24 based images where someone's staring at
8:27 the camera. Um selfie pitch videos. All
8:30 of those type of videos work right for
8:33 creative. Then uh you have your who
8:35 you're calling out to to make sure that
8:37 you both attract the right people but
8:39 ward away the ones you don't. The not
8:42 the who it's not for is just as if not
8:44 more powerful than who it is for. All
8:45 right? Because it shows that you're
8:46 selective and you're going to be more
8:49 magnetic and repulsive when you make
8:50 that. Right? Like if you've noticed
8:52 recently a lot of the gym launch ads
8:53 that have come out have been like no
8:56 personal trainers. Like we only want gym
8:58 owners who have over 25 clients or
9:00 full-time have a signed lease and XYZ.
9:01 And the reason for that is because we
9:04 just did a data analysis on the clients
9:05 that make the most money with us and
9:07 stay the longest. And guess what? It's
9:09 [ __ ] gym owners, right? And so so
9:11 we're just making sure that we are 100%
9:13 clear that this is who we work with. Now
9:15 you if you want to look at your own
9:17 clients and find out which clients are
9:19 actually worth the most to you and then
9:20 put it in your copy, ward off the people
9:22 who aren't good and the people who do
9:24 read that and are like, "Wow, that's
9:26 really me." Right? Then they're going to
9:28 be way more likely to click and then the
9:29 the the quality of the click that you
9:30 get is going to be much higher. All
9:33 right? And the next thing finally is the
9:36 subhead is the lead in. Right? And
9:38 that's usually going to be tied to the
9:40 benefit result, the middle word of your
9:42 of your of your headline, right? And so
9:46 if you did the 28 day lose two notches
9:49 whatever transformation, right? Um and
9:50 this is where you'd have a little image
9:52 of jeans in a belt or something on the
9:54 banner, right? It would make sense. And
9:55 then when you're with the leadin, it's
9:57 going to tie it back to that because
9:58 they're like, how is this connected? And
10:01 so you're going to connect that to like,
10:03 hey, have you ever have you ever have
10:04 you've noticed recently that you keep
10:06 going up in notches every six months or
10:08 so? Well, the good news is it's not
10:10 permanent and we know how to fix it,
10:11 right? and then you're like boom and
10:12 then you can go into your normal copy.
10:16 Okay, so um if you are making your ads,
10:18 make sure to use those headlines. Make
10:20 sure that the banners are set that way.
10:23 Three pieces, duration, benefit result,
10:25 and then powerword. Make sure the the
10:28 images/copy are uh attention grabbing
10:30 usually like the lead genen scrambler
10:33 like just use that. Um and then when you
10:36 are uh doing the copy on the top, make
10:37 sure you're attracting and repulsing the
10:39 right people. and then do your lead in
10:41 your sub headline or what would be your
10:42 sub headline because you don't want that
10:44 actually in the actual banner it's too
10:46 many words but you want that subhead
10:47 because if they read that then they're
10:48 going to want to find out more they find
10:50 out more then it's going to tie into
10:52 what they just read and it's going to be
10:54 relevant all right once they click from
10:57 there to the page you want it to be
10:59 congruent all right so if you're having
11:01 a 28 day blah blah blah blah blah and
11:02 this is where it's like this is where it
11:04 takes work this is where like good
11:06 marketers beat mediocre marketers just
11:08 by not being lazy and so then they Make
11:11 sure the page matches the offer and the
11:12 benefits and the results that we're
11:13 talking about on the ad because the
11:15 people who clicked, it's exactly what
11:17 they want. All right? And so that's what
11:19 we're doing here. So you can have two
11:20 funnels that are running for the same
11:22 campaign, just one's for men and one's
11:24 for women. That's a basic split, right?
11:26 If you want to get more granular, you
11:27 can have older women and younger women.
11:29 I would imagine that you probably talk
11:30 to a 55-year-old woman differently talk
11:32 to a 25-y old girl, right? Of course you
11:34 would, right? The messaging changes, the
11:36 way that the page probably looks
11:38 different, etc. And so that's where you
11:40 become a better marketer. So anyways, I
11:41 hope that just gives you just like a a
11:43 quick overview in terms of gloss. If
11:44 you're making your ads today this
11:46 Sunday, which is what a lot of our gym
11:48 owners do make their ads. Um, follow
11:49 those guidelines. You'll get more
11:51 clicks. You'll get more leads. And um,
11:52 if you found this valuable, tag
11:54 somebody, drop a like or comment, and if
11:56 you're listening on the podcast, please
11:57 leave a review. All right, keep being
11:59 awesome. Lots of love. Um, I'll catch
12:03 you guys soon. All right. Bye. [Music]
