WEBVTT 1 00:00:00.000 --> 00:00:03.760 Maybe it was what everyone had on Sunday. Hope you guys are rocking and rolling on your 2 00:00:03.760 --> 00:00:08.720 Sunday morning, evening, afternoon, whatever time zone you are watching or listening to this in. 3 00:00:09.600 --> 00:00:15.680 I recently have been doing a deep dive into Fuddle World and ads for both B2B and B2C. 4 00:00:15.680 --> 00:00:20.560 I've been kind of like taking a more fancy report lately. And so I wanted to make this because I 5 00:00:20.560 --> 00:00:25.840 recently had a gym owner sending me some of their ads. And I was like, oh crap, these are definitely 6 00:00:25.840 --> 00:00:31.760 not going to convert. And so I wanted to just give basic headline stuff that will always just 7 00:00:31.760 --> 00:00:39.680 make you more money. And so the formula that I've used for all of the fitness ads that we ran 8 00:00:39.680 --> 00:00:44.160 and that I ran at my gyms and that we continue to run is a simple formula. That's three parts to it. 9 00:00:44.160 --> 00:00:49.440 All right. The first part is duration. All right. Because virtually every fitness-based 10 00:00:50.160 --> 00:00:54.480 promotion that you're going to run is going to be X amount of weeks, X amount of days, 11 00:00:55.040 --> 00:01:03.600 whatever. So it's like 21 day, 42 day, six week, 28 day, 30 day, one month. Whatever that is, 12 00:01:03.600 --> 00:01:09.440 that's the first piece of your headline. Okay. Second piece of the headline, and this is what I see 13 00:01:09.440 --> 00:01:17.040 people mess up, is the kind of the benefit or the result. Okay. So it'd be like six week, six pack, 14 00:01:17.040 --> 00:01:25.440 if it was for guys, right? 28 day bikini, six week booty, 42 day detox. 15 00:01:26.880 --> 00:01:31.680 Oh, like shit. I'm trying to think. I mean, if you want to even get a little bit more creative 16 00:01:31.680 --> 00:01:36.800 with it, you could say like 28 day skinny friend, right? So now you're like then the copy is going 17 00:01:36.800 --> 00:01:41.840 to reel that in and talk about how, wouldn't it be nice to always be the skinny friend, right? 18 00:01:41.840 --> 00:01:45.760 Because now you're talking about status within the context of other people. So you're looking at the 19 00:01:45.760 --> 00:01:50.960 prospect within the eyes or from the perspective of their friend, right? And so you have duration 20 00:01:50.960 --> 00:01:55.600 first. Okay. In the headline, and the second piece of the headline is going to be the benefit. 21 00:01:55.600 --> 00:02:02.800 All right. It could be leaning down, slim down, thin waist, you know, small dress. Like that's 22 00:02:02.800 --> 00:02:07.280 where like the, a lot of really popular one was a little black dress, right? Because that was the 23 00:02:07.280 --> 00:02:12.640 result. That was the benefit, right? And so like like loosen a belt loop, like two notches down on 24 00:02:12.640 --> 00:02:16.960 the belt loop. So try and demonstrate what the result is going to be with the second piece. 25 00:02:16.960 --> 00:02:21.440 And that's where just being creative as a marketer comes in, all right? So duration is simple. 26 00:02:21.440 --> 00:02:24.880 Make sure you have a duration first because that's where we wanted to see what kind of commitment 27 00:02:24.880 --> 00:02:30.560 or implied when they're going to achieve the result, right? So it's like if you have a 28 day drop 28 00:02:30.560 --> 00:02:35.600 tube belt loop or drop tube belt notches, like cool. I get it. Drop tube belt notches in 28 days. 29 00:02:35.600 --> 00:02:40.560 Cool. But you're not making a guarantee. That's just the title of the advertisement. Okay. 30 00:02:41.360 --> 00:02:46.480 The third piece to this is a power word. All right. And so a power word could be 31 00:02:46.480 --> 00:02:51.360 challenged. It could be blueprint. It could be accelerator. It could be intensive. It could be 32 00:02:53.200 --> 00:02:58.640 of course, I'll black while in life. But it's words like that that like program, you know what I mean, 33 00:02:58.640 --> 00:03:04.000 transformation. All of those are going to be like the the period at the end of the sentence. 34 00:03:04.000 --> 00:03:09.040 And so when you're making your ads, this is the headline that would go in the banner. All right, 35 00:03:09.040 --> 00:03:13.840 this is the headline that goes in the banner. Once you've done that, like if your ad doesn't have 36 00:03:13.840 --> 00:03:18.400 that, the likelihood that it's going to convert is much lower. Period. It's just like these are 37 00:03:18.400 --> 00:03:22.560 and what's interesting is that you're like, that sounds so basic, Alex. I see ads all the time, 38 00:03:22.560 --> 00:03:25.760 the gem owners are going in our community that don't obey this and then they're surprised that 39 00:03:25.760 --> 00:03:30.880 they're not getting results. Like I made a video a couple days ago about like it's like the news. 40 00:03:30.880 --> 00:03:34.560 Like if you look at the way the headlines look on the news, they're still the same. And they all 41 00:03:34.560 --> 00:03:38.880 they do is they just change the characters and your job is the reporters to go and grab the story. 42 00:03:38.960 --> 00:03:47.280 And capture it, right? So duration 28 day, benefit, you know, six, 43 00:03:48.800 --> 00:03:58.080 duration 28 day, benefit, six pack or, you know, skinny waist or smaller gene size or whatever, 44 00:03:58.080 --> 00:04:04.080 right? And then blueprint challenge, transformation, whatever it is is the third word. All right. 45 00:04:04.080 --> 00:04:10.400 And so that is how you go one, two, three and that is your formula for headlines. Now once you have 46 00:04:10.400 --> 00:04:14.960 that, the next piece is going to be the creative. I'm not going to get into the creative too much, 47 00:04:14.960 --> 00:04:19.200 because I've made other videos about that, but using the Legion scrambler for whatever you want to 48 00:04:19.200 --> 00:04:24.320 put in your video or your image is going to work well, right? So that's going to be group workouts, 49 00:04:24.320 --> 00:04:30.480 a pitch of you explaining what it is going to be, any images of people sweating together in the 50 00:04:30.480 --> 00:04:35.680 group together, testimonials work, all of that stuff is creative and you can still use the same 51 00:04:35.680 --> 00:04:39.200 headline. All right, the headline doesn't have to be specific to the creative. So it's like one of 52 00:04:39.200 --> 00:04:42.320 the biggest things that I've learned as a marketer is that you don't need that, those two don't 53 00:04:42.320 --> 00:04:45.840 actually need to be connected, okay? Now I'll tell you where it does need to be connected in a second. 54 00:04:46.800 --> 00:04:50.240 The next piece that you're going to have to this is when you actually go to the copy. So I'm only 55 00:04:50.240 --> 00:04:53.840 specifically talking about Facebook ads if you're working on like GDN or other things and like 56 00:04:53.840 --> 00:04:58.080 those are banners and you have to have more steps to it. But if you're just talking about Facebook, 57 00:04:58.080 --> 00:05:02.320 then what you're looking at then is the first line of the copy is going to be calling up 58 00:05:02.320 --> 00:05:08.640 who you want and who you don't want, right? Like residents that are in this area, right? That's 59 00:05:08.640 --> 00:05:11.840 what you're like. There's obviously a compliance guidelines that make you sure that you can't say 60 00:05:11.840 --> 00:05:16.560 you and you can't say like you ladies because you can't identify the prospects of Facebook 61 00:05:16.560 --> 00:05:20.160 isn't like that, right? And so you're going to do your best to describe it without calling out 62 00:05:21.680 --> 00:05:26.960 the person individually who's reading, okay? So it's who we're looking for and if not more 63 00:05:26.960 --> 00:05:31.840 importantly who we are not looking for, okay? That can be the first two lines and then you have 64 00:05:31.840 --> 00:05:37.680 your subhead, right? Which is going to be tied back to the headline that we said. So it's like if 65 00:05:37.680 --> 00:05:43.680 we said the 28-day skinny friends, you know, transformation, right? Or skinny friends accelerator 66 00:05:43.680 --> 00:05:48.080 or program, doesn't matter, right? You go there, it's like wouldn't it be nice to be the skinny 67 00:05:48.080 --> 00:05:52.000 friend for once? We all have those friends, right? And that's the lead-in. That's the lead-in to the 68 00:05:52.000 --> 00:05:55.680 yeah. It's like we all have those friends and seems like the guinea whatever they want and they never 69 00:05:55.680 --> 00:05:59.920 gain weight. Wouldn't it be nice to know that it's not their genetic, it's actually their habits 70 00:05:59.920 --> 00:06:04.400 and those habits are programmable and teachable, right? Now I'm like, oh this is an interesting ad. 71 00:06:04.400 --> 00:06:08.560 I want to read more. It's like and over the last X years implied authority like we've done this 72 00:06:08.560 --> 00:06:13.440 with over a thousand people in this local area alone and right now we're opening up our spot in 73 00:06:13.440 --> 00:06:19.760 our 28-day blah blah blah accelerator. And so if you want to be the skinny friend then click over, 74 00:06:19.760 --> 00:06:25.040 right? And so then call to action. And so like this is a formula like like hopefully just from the 75 00:06:25.040 --> 00:06:28.960 way I'm describing this you can understand how this works. So when you're making ads and this is 76 00:06:28.960 --> 00:06:35.280 what a lot of people are making ads is on Sundays, right? Real quick guys, if you can think about how 77 00:06:35.280 --> 00:06:40.400 you found this podcast, somebody probably tweeted it, told you about it, shared it on Instagram or 78 00:06:40.400 --> 00:06:45.040 something like that. The only way this grows is through word of mouth. And so I don't run ads, 79 00:06:45.040 --> 00:06:49.520 I don't do sponsorships, I don't sell anything. My only ask is that you continue to pay it forward, 80 00:06:49.520 --> 00:06:53.440 whoever showed you or however you found out about this podcast that you do the exact same thing. 81 00:06:53.440 --> 00:06:57.520 So if it was a review, if it was a post, if you do that, it would mean the world to me and you'll 82 00:06:57.520 --> 00:07:03.840 throw some good karma out there for another entrepreneur. When you're making the ads, start with the 83 00:07:03.840 --> 00:07:11.120 headlines for the actual banner on the ad itself, all right? Duration, benefit slash results, power word. 84 00:07:11.760 --> 00:07:15.760 Then you have your creative that's going to plug in, that's really there just to get attention 85 00:07:15.760 --> 00:07:20.560 and make sure that they're like they pause and stop, all right? A fun side note is make sure 86 00:07:20.560 --> 00:07:25.360 that the color makes sense, colors and fonts matter, sometimes even more than the words. 87 00:07:25.360 --> 00:07:29.840 So if you're doing a meme banner or a banner on the ad, you want to make sure that you're not doing 88 00:07:29.840 --> 00:07:34.960 black and yellow or black and red for women, right? Women are going to be like, that looks hard 89 00:07:34.960 --> 00:07:39.280 core, right? Same thing, you don't want like stenciled spray lettering, which is like kind of like 90 00:07:39.280 --> 00:07:44.480 hard core GI Joe lettering for women, right? It's not going to work as well, it has a different 91 00:07:44.480 --> 00:07:49.920 feel, all right? To the same extent, if you're doing a guy's based ad, they're doing black and green, 92 00:07:49.920 --> 00:07:54.240 black and blue, like sort of male based colors, it's going to work fine. You just want to make 93 00:07:54.240 --> 00:07:57.760 sure that you're matching those two to the process that you're trying to attract, all right? 94 00:07:57.760 --> 00:08:02.480 And the next thing is like I said is the font, right? Some fonts work either way, like permanent marker 95 00:08:02.480 --> 00:08:09.040 is a font on Google fonts. Works for guys who girls, right? So you can have white and pink in part 96 00:08:09.040 --> 00:08:13.760 in permanent marker or font or you can have black and yellow or black and red or blue and black 97 00:08:13.760 --> 00:08:18.320 or whatever it is, right? Obviously, you can be in the middle and just do blue and white or green or 98 00:08:18.320 --> 00:08:22.800 blue and white or green and white or black stencil, whatever, all that, that stuff's fine, right? 99 00:08:22.800 --> 00:08:26.800 But make sure that you're matching that and these like, these are definitely like the fundamentals, 100 00:08:26.800 --> 00:08:30.960 like these are the basics, but if you're not doing these and you'd be surprised how many people 101 00:08:30.960 --> 00:08:34.800 don't do the fundamentals, like the advanced people just never don't do them and that's all it is, 102 00:08:34.800 --> 00:08:39.600 okay? So we're going back to the end. So we've got our headline, it's in the right font that matches 103 00:08:39.600 --> 00:08:44.000 the prospect and it's in the right colors. Cool. We have our creative, which we know converts, 104 00:08:44.000 --> 00:08:50.960 which is going to be people working out together, food pictures, you know, images of like 105 00:08:50.960 --> 00:08:56.560 sweaty selfies, eye-based images where someone's staring at the camera, selfie-pitch videos, 106 00:08:56.560 --> 00:09:03.680 all of those types of videos work, right? For creative. Then you have your who you're calling out 107 00:09:03.680 --> 00:09:08.800 to to make sure that you both attract the right people, but word away the ones you don't. The 108 00:09:08.800 --> 00:09:14.480 not the who it's not for is just as if not more powerful than who it is for, all right? Because it 109 00:09:14.480 --> 00:09:18.960 shows that you're selective and you're going to be more magnetic and repulsive when you make that, 110 00:09:18.960 --> 00:09:23.040 right? Like if you notice recently a lot of the gym watch ads have come out, they've been like 111 00:09:23.040 --> 00:09:28.160 no personal trainers, like we only want gym owners who have over 25 clients or full time, 112 00:09:28.160 --> 00:09:32.800 have a side lease and XYZ. And the reason for that is because we just did a data analysis on 113 00:09:32.800 --> 00:09:36.880 the clients that make the most money with us and stayed the longest and guess what? It's 114 00:09:36.960 --> 00:09:42.240 fucking gym owners, right? And so we're just making sure that we're 100% clear that this is who we 115 00:09:42.240 --> 00:09:47.280 work with. Now you if you want to look at your own clients and find out which clients are actually 116 00:09:47.280 --> 00:09:51.520 worth the most to you and then put it in your copy, ward off the people who aren't good and the people 117 00:09:51.520 --> 00:09:56.800 who do read that are like wow that's really me, right? Then they're going to be way more likely to 118 00:09:56.800 --> 00:10:01.040 click and then the quality of the click that you get is going to be much higher, all right? And the 119 00:10:01.040 --> 00:10:07.520 next thing finally is the subhead is the lead in, right? And that's usually going to be tied to 120 00:10:07.520 --> 00:10:13.120 the benefit slash result, the middle word of your of your headline, right? And so if you did the 28 121 00:10:13.120 --> 00:10:19.840 day loose two notches, whatever, transformation, right? And this is where you'd have a little image 122 00:10:19.840 --> 00:10:24.240 of jeans and belts or something on the banner, right? It would make sense. And then when you're with 123 00:10:24.240 --> 00:10:28.640 the lead in is going to tie it back to that because it's like how is this connected? And so you're 124 00:10:28.640 --> 00:10:34.160 going to connect that to like hey, have you ever have you've noticed recently that you keep going 125 00:10:34.160 --> 00:10:39.840 up in notches every six months or so? Well, good news is it's not permanent and we know how to fix it, 126 00:10:39.840 --> 00:10:44.720 right? And then you're like boom, then you can go into your normal copy, okay? So if you were making 127 00:10:44.720 --> 00:10:49.840 your ads, make sure to use those headlines, make sure that the banners are set that way, three 128 00:10:49.840 --> 00:10:56.160 pieces duration benefits slash results, and then power word, make sure that the images slash copy 129 00:10:57.040 --> 00:11:04.160 attention grabbing usually like the lead gen scrambler, just use that. And then when you are doing 130 00:11:04.160 --> 00:11:09.040 the copy on the top, make sure you're attracting and repulsing the right people and then do your lead 131 00:11:09.040 --> 00:11:12.560 in your sub headline or what would be your sub headline because you don't want that actually the 132 00:11:12.560 --> 00:11:16.560 actual banner. It's too many words, but you want that sub head because if they read that, then they're 133 00:11:16.560 --> 00:11:20.720 going to want to find out more and they find out more than it's going to tie into what they just read 134 00:11:20.720 --> 00:11:26.480 and it's going to be relevant, all right? Once they click from there to the page, you want it to 135 00:11:26.480 --> 00:11:31.280 be congruent, all right? So if you're having a 28 day blah, blah, blah, blah, and this is where it's 136 00:11:31.280 --> 00:11:36.080 like this is where it takes work. This is where like good marketers be mediocre marketers just by not 137 00:11:36.080 --> 00:11:41.920 being lazy. And so then they make sure the page matches the offer and the benefits and the results 138 00:11:41.920 --> 00:11:46.240 that we're talking about on the ad because people clicked, it's exactly what they want, all right? And 139 00:11:46.240 --> 00:11:50.880 so that's what we're doing here. You can have two funnels that are running for the same campaign, 140 00:11:50.880 --> 00:11:55.280 just ones for men and ones for women. That's a basic split, right? If you want to get more granular, 141 00:11:55.280 --> 00:11:59.360 you can have older women and younger women. I would imagine that you probably talk to a 55-year-old 142 00:11:59.360 --> 00:12:03.840 woman, definitely talk to a 25-year-old girl, right? Of course you will, right? The messaging changes, 143 00:12:03.840 --> 00:12:08.720 the way that the page probably looks different, etc. And so that's where you become a better marketer. 144 00:12:08.720 --> 00:12:13.360 So anyways, I hope that just gives you just like a quick overview in terms of gloss if you're making 145 00:12:13.360 --> 00:12:18.080 your assidates this Sunday, which is what a lot of our gym owners do make their ads. Follow those 146 00:12:18.080 --> 00:12:22.000 guidelines. You'll get more clicks, you'll get more leads. And if you found this valuable tag, 147 00:12:22.000 --> 00:12:26.320 somebody drop a like or comment. If you're listening on the podcast, please leave me with you. 148 00:12:26.320 --> 00:12:29.920 All right, keep being awesome, lots of love. I'll catch you guys soon. All right.