Skip to content
English
Contact us
  • There are no suggestions because the search field is empty.

CoachBot Video Transcripts- 21

BONUS: Anatomy of a Winning Ad

 

What's going on guys? Welcome to the Anatomy of a Winning Ad Masterclass. My name's Mike Ferrera, I'm the general manager of Gym Launch and I put this training together today to save you time and make you money. And my plan is to give you the exact Ads Blueprint our team and our clients use to produce over 70,000 fitness leads per month in hundreds of markets. So in the spirit of saving you time, if you're watching this on YouTube or any other platform, they may be a speed controller baked right into the video here. Definitely jump in and use those 1.52 x speed up the time to learning so you can execute if you're watching your Facebook group or another platform you may need to plug in or it's not available, but definitely a huge hack that I've used over the years to learn a little faster.
So I'm going to show you how to easily and repeatedly create new winning ads for your gym so you're never short on leads. Again, what we'll cover is first the $1 million gym acquisition system. Second, what type of offer wins and why. And finally, building your winning ad in a way that works in 2023. Plus, for those of you guys that stick around, I'll have a free bonus that's led to many gyms firing their agencies and three to five X-ing their lead flow overnight. So quickly, who is this for? First off, it's for the gym owner that's tried ads in the past and they didn't work. Gym owners that have thought about it. Maybe you've wanted to run paid ads, maybe you want to tackle it, but you didn't know where to start. And finally, any gym owner that is paying an agency but month over month, you're not seeing the growth in the bank account revenue or the member count that you thought you would get as a result of working with them.
So what I'm going to cover today is the exact acquisition system that has led to building million dollar gyms year over year and is right now working in 2023. This is a picture of our latest group of million dollar gym owners at a live event. And so I just want to take the exact strategy that they're using and give the entire thing to you. So just a couple results from some clients that deployed this strategy themselves. So you can see here one week of ads being live using this process and this strategy, $12,000 down in frontend cash in one week. Another one of our clients, two locations, this was over 10 week period, so they signed up 196 at location one at $240 a month. So they collected $47,000 in 10 weeks, and of course at the other location, 140 signups at $240 a month and collected 33,000 in 10 weeks.
And you can see $80,000 across the two in 10 weeks using this system. Another client, $36,000 in just 60 days. Okay, so not too bad there, smaller win, but still a big week here, $3,500, $3,600 collected in one week. And this guy actually doubled their front end sales by launching this ad strategy. All right, so if you're down for these kinds of results, grab a pen and paper, put phone on silent, and let's dig in. So before we get to building any ads, we need to acknowledge something. Leads alone are useless. A name and phone number is worth nothing unless you can turn them from curious to interested and from interested into a paying customer. This means outside of getting leads, you'll need to have a systematized process of communicating with selling to and servicing these people. Now obviously it's a lot to think about all the different processes in the gym and how to fulfill on those, but I'm going to simplify it for you here at Gym Launch.
We call these the five core functions of your gym, and these are the five primary areas of your gym that need to run effectively for your business to thrive. So the first is lead generation. This is the act of putting an offer out to the marketplace and having people raise their hand, showing they're interested, opting in and dropping their information. The second core function is lead, nurture, engaging with that prospect, building a relationship, and building trust to hopefully earn their business. The third core function is sales. That's the act of actually the exchange of dollars for your services. The fourth core function that you've got to have processes in place for is fulfillment fulfilling on the service that they obviously paid for. And then the fifth is retention ascension. So retaining your clients and ascending them into higher levels of service, side selling, things of that nature.
And so the thing is for a lot of gym owners, paid ads haven't worked or they've heard horror stories, and the truth is, paid ads only work if acquisition is optimized. It's not about just getting leads, it's the entire acquisition system, meaning lead generation, lead nurture and sales together. So you've got to be able to get enough leads over into the nurture phase, build that relationship, get them interested enough to then of course show up to a sales appointment. But the problem is a lot of gym owners get to this stage, but what happens is they don't charge enough on day one, so they're upside down in acquisition. But here the goal should be for you to charge more on day one and create multiple buying opportunities early in the customer journey so that you actually make more money in your first month than it costs to acquire the customer.
We're going to get into this a little bit today prior to breaking down ads because this is actually what matters. So let's go a little deeper on the $1 million gym acquisition system. And this is exactly the blueprint that every single one of those gym owners used that was standing on stage to actually build their million dollar gym. So it all starts with lead generation and at the time of shooting this training, still Facebook and Instagram, the meta platform is absolutely hands down king. Now we've tested Snapchat, we've tested Google, we've tested TikTok when we're always doing things like LinkedIn and other new platforms. And it's not to say you can't get leads on those platforms, but currently right now in measuring the best ROI and the place to get your customers from interested into paying, it's still Facebook. So it's going to start with lead generation, putting an ad out to the market and then
Building a lead form. And at the time of this training, we found that sending people off platform to a landing page somewhere other than the actual platform itself, it has gotten significantly more expensive to actually do that, to capture leads on landing pages. And so our recommendation for gyms right now is that you actually use the native lead form that is built inside of Meta inside of Facebook and Instagram to go ahead and capture that lead. Now, years ago it was thought, oh, this is a low quality lead. It's hard to follow up with, but there are so many automations and softwares that you can use now to easily follow up with people to find those hot leads that it's actually become a better strategy to use this. Now from here we move into lead nurture. You'd work to schedule and get them to show, and this is where it all starts to come together is when they show up, we've got to make sure that we're selling them into a front end program that has a high dollar amount, not a low dollar amount, but it shouldn't be the only sale.
So inside their first four to six weeks, we need multiple sales, multiple buying opportunities. So the second sale should be some type of product sale. So once somebody joins your program, obviously they have new goals and they're establishing new habits and the perfect time to be able to suggest protein supplements, different things that are going to help them along their journey and reach their goal faster. We find many people spend more on product than they do on service. It's just a perceived value. It's many times easier to get somebody to spend three, four, $500 on product than it is on service. And then finally on the back, you would want to obviously after you've earned their trust and got them in credible results, then upsell them into either a higher level of service or a longer term program. And right here, this is the $1 million acquisition system just kind of visualized.
All right, so we're not going to go deep on this. I have another training on what that first month looks like and exactly how to price things. That's not what today's about, but it is important to have a sound acquisition strategy so that when you deploy your ads, you can actually be profitable. So all of it does start with lead gen, and when it comes down to lead gen, your offer matters the most. So you can put an ad out there, but if it doesn't convey any value and it doesn't get anybody interested, and obviously you're going to be spending a lot to get those eyeballs, but nobody's clicking. Okay, so let's dive into the offers themselves. So the more valuable the offer is, the more likely you are to get someone to opt-in and show interest. So if you've never heard of the term opt-in opt-in means to choose to do or be involved in something.
In the case of marketing your gym, this means they choose to share their contact information. You might be thinking, well, how do we create value? Right? The more valuable the offer is, the more likely you are to get the leads. So you should be thinking, how do I create value? The best way that I've ever heard this presented is in Alex or MO'S book, $100 million offers. You can grab it on Amazon. It's absolutely phenomenal at the of this 15,000 plus ratings and a second, volume is coming out all focused around leads, but creating value is really where you need to be thinking from. And in this book, Alex breaks down the value equation and the way the value equation works is basically on top you have the dream outcome. What is somebody hoping to achieve as a result of working with you? And you want to multiply that by the perceived likelihood of achievement.
Does it look like I will do this or is it unlikely I will achieve this goal? So maybe the dream outcome is losing 30 pounds and the perceived likelihood of achievement because you have tons of before and afters and so many people talking you up, it seems like it's actually very easy to achieve by working with you. And so that increases the value. Now what we're going to do is we're going to divide that by the time delay and the effort and sacrifice. So on the bottom there, the denominator, we have the time delay. So if the dream alchemist lose 30 pounds, it's very likely that you'll do it because there's a lot of social proof, but the time delay is like, let's say it'll take three years, not good. So anything on the bottom, what you want to try and do is decrease, and anything on the top you want to increase.
So the time delay on the bottom, you want to try and decrease that as much as possible. So can you get them to lose their 30 pounds in six months? Can we bring it down to 12 weeks? Can we make it so easy? They don't have to come every day, they only have to show up two to three times a week. So the more you reduce that time, delay in the effort and sacrifice associated with that as well, then you're increasing the value. So just to simplify it, you want to increase the top and then decrease the bottom to create a high value offer. That being said, there's more perceived value in a 42 day full body transformation than there is in a free class. And yet we see free class passes seven day trials all the time in the fitness industry as the actual offer.
The thing is we always want to work to offer a result in time rather than a feature like a free workout. We call this a defined end program. A defined end program is much more valuable than say a feature of your process. A free class might be part of your process, but it's not creating value in the prospect's mind. So a few different examples of high value fitness offers, 28 day belly blast. You can see in four weeks there's a result that is communicated. You're obviously going to slim down your midsection six week summer slim down, perfect for a certain time of year. I want to look good on the beach eight week dream body project, 12 week full body transformation. These convey value. Many of these things have not been achieved by anybody looking at them. They believe they're either unattainable or would take a very long time.
And so when you actually create an offer that conveys the result in time, then obviously we've reduced the effort and sacrifice. We convey more value through the actual offer itself than say a free pass or a free class. If you compare all of these to a free workout or a seven day trial, what feels more valuable? Think it speaks for itself. The more valuable the offer is, the more likely you are to get someone to opt in and show interest and the more motivated they are to get started. Plus, here's the great thing, you'll be able to charge way more for it, which we'll get into in a minute. At the end of the day, the reason that you guys obviously want to run ads and you're interested in figuring out what's the ad that wins? How do I build this? At the end of the day, you want to acquire customers and you've got to acquire customers at a profit.
Most gyms lose money on advertising. We're going to make sure that you don't do that because our clients don't do that. Our entire community makes money advertising. So let's just walk through the examples of kind of a low value offer versus a high value offer and how it plays out in dollars. So let's say you have a free class, some kind of lame offer. We see these types of offers out there and typically let's say you get $45 leads, there are markets where you can get it lower for sure, but let's just say it's not that exciting. And so in general, it's a little more expensive to get somebody to click. The best gyms sell about 12.5% of leads, which I'll break down in a minute on how I got there. But what this means is you would have a cac, a cost to acquire a customer of $360 at $45 leads and only selling 12.5% of the leads.
I'll break that down in how I got to the 12.5% in a minute. But I want to cover CAC because really when it comes to running ads and focusing on growing your business, this is the most important equation you can focus on. It's the cost to acquire a customer. What you want to do is you want to take your total ad spend, you want to divide that by your total new clients, and right there is your cac. That's the cost to acquire client. And so let's say you spend in one month $3,000 on ads and you get 12 new clients to sign a contract. So maybe you got 20 to walk in, but 12 of them actually sign a new agreement that would lead to a $250 cap. Let's say you improve your offer and it drops the cost of the leads, the leads are more excited to come in the building for it, and you close at a higher rate because it's a great offer with the same amount of spend.
Let's say you get 18 new clients now because you have a better offer. Now your CAC went from $250 to $166 to acquire a client. Then from there, let's just dial in those processes of lead, nurture and sales and just keep leaning in. And for the same $3,000, you get 28 new clients and it brings you down to $107 cap. This is a real life example of one of our clients over a six month journey of where they started versus where they landed. You can just lean in and look at where the deficiencies are, not so much in this training, but once you have an offer that's starting to hit, you can then go to work on improving your lead nurture, improving your sales, and then to affect that cac, the lower your CAC is. And the more you collect in month one, the more powerful your acquisition strategy is. This is how you win. So the goal is this. We want to bring CAC down and you want to bring month one cash up so that you're
Profitable in
Month one or as fast as you can be on that acquisition.
Many gyms kind of chalk it up as like, ah,
Well, they're on a 12 month contract and maybe I break even or lose money in month one, but I'm going to make the money back month two, three
And four. But the problem is that creates
Cashflow problems in the gym, right? And you can't scale your ad spend, spend money on other things, improving the facility and things of that nature. And really all that matters isn't necessarily month one cash. It's the lifetime value of the client. If somebody put down a hundred
Dollars but they stayed for seven years, you would have an incredible ROI. But the
Problem with most gyms is they don't know their lifetime value and many have a low lifetime value because you have high churn
Every
Month people leave. And so you want to extract as much cash as possible early in the journey. Also, when people pay, they pay attention. And many times what we find is the more you charge upfront and the more often they buy from you in the early part of the journey, first
Eight weeks or so,
What'll happen is it creates an incredible customer that stays even longer. So it's a snowball effect.
Alright guys, we put together a free bonus for those of you guys that really, really, really want to take this to the next level, learn exactly how to use the business manager, the ads manager platform and just go build and deploy those ads, scale them and get to winning. So we have a 30 minute gym ads course that is absolutely complete with everything you need to get the results like these guys, 12,000 down in seven days, $80,000 in 10 weeks, $5,000 down from one client using this new ad system, $3,600 collected in one week, $36,000 collected in 60 days. So we've put together this absolutely just perfect walkthrough for you to understand exactly how to get started, even if you've never run ads before, how to set up your business manager, how to get the payment method going, where to click, what to do, and even to the point where we've given you the actual templates, the pictures and the copy to just copy and paste and build.
And there's one more bonus here in the bottom right corner, which is our lead gen scrambler. The lead gen scrambler is your go-to framework to just never run out of ideas again. So you can always keep the leads flowing. I hope you guys take action on this. What I want you guys to do here is check the description. If you're watching this on YouTube, you can click the link and get free access to the course. Now if you're in our Facebook group, comment ads below, just comment the word ads below this training and our team will hook you up. So this training itself is going to be on multiple different platforms, whether it's in the description, whether it's in the comments section or the link bio, you can definitely find this free ads course. Thank you for your time and attention and remember this. For other free resources to grow your gym and to connect with the gym launch team, just go to gym launch.com. We've got tons
Of different ways for you to save time, make money, make a much larger impact, and ultimately build a wildly profitable gym. Again, thank you for your time and attention. Go crush it guys. So back to our examples of the different offers and how it plays out to dollars and cents. You had a free offer, it's kind of not that exciting. Cost you about $45 and let's say of the leads that you get, 50% of them schedule. So that brings you from $45 leads to $90 scheduled appointments. And let's say of those appointments, 50% show, which is pretty typical in a lot of market. So let's say half do show you've got $90 appointments, if half of them show it's 180 shows, $180 to get a show, then from there, half of them sign up on a contract at day one. Now at $180 shows half of them signed up, you have a $360 CAC to get a new client.
So the problem with this though is that when most gyms are running a free class or a pass offer, they're selling them into some kind of membership on day one and the average down payment for that membership might be their first month. And so $150 is pretty common in terms of charging for a month of membership. So that means you spent $360, but you only collected $150, meaning you lost $210 to get a client. So you would have to wait a month and then another month in month three to become profitable. Now, some gyms play this game, our clients do it differently and get profitable immediately. That's why they can outmarket their competition. So let's walk through just a better strategy. Let's say you move to a defined end program. Defined end program, which I'll dive into the examples in a minute, but defined end program is a bit more exciting to your market.
You get more people interested in this eight week, six week, 12 week offer because they see the result and they know it's not a huge commitment. So your cost per lead drops. Let's say you only sell 10% of leads, which actually less than the other one, it's going to bring your cap down to $200. So let's break down how we got to 10% of leads. Let's say we get a hundred leads, 50% schedule. So you have 50 schedules on the books, 40% show, and that means you have 20 bodies in the building and from here, 50% of 'em sign. So you have 10 new sales from the 100 leads, but watch how we make more money on this. So those are your 10% of leads. Watch how we make more money on this offer than the other one. We had a hundred dollars leads at $20 each.
So we spent $2,000 on ad spend, 50% schedule, 40% show, 50% sign. But what they signed up for was a defined end program that promised an incredible result. And so they're more willing to pay for a shorter duration and this result that they're looking forward to eight week full body transformation, $600, no brainer. You've now collected $6,000 off of a $2,000 ad spend. So now you have a three to one return, you're not upside down, you've made money, and now you can pump that back into marketing, throw some in the bank and then invest in your teams and in your product, in your members to deliver at a higher level. This is the machine that we're able to build and bolt on to basically any gym. And of course you can always adjust the specifics of how it works for your gym, but the framework, the concept works for everybody.
This is all before the long-term contract money. You put $1 in the machine, you get $3 back and it's all before they buy the supplements, they buy the protein, they buy the gear, they move on to a higher level program or sign a long-term contract on the backside of the front end program. And so the return just starts stacking. We have many clients in our community get 7, 8, 9 to one return on their ad spend. So this is the machine that you want to build and this is the most important part before we even get into what is a winning ad. Because if you have a winning ad that you're just dumping money into getting tons of leads, but you don't have the right sales system, you're just going to lose money. So now that we've covered all that, let's actually dive into the anatomy of a winning ad.
So the goal now is for you to understand the big three building blocks to create winning ads. So the first building block is your creative, right? These are your pictures and your videos. These is the eye-catching imagery that makes up nuts and bolt the meat of the ad. The second is ad copy. The text description gives more context to what got your attention. And then there's the headline. This is where we include the offer or also we call the wrapper the title of the program. And it's just a short, usually bold a headline obviously on a landing page would be up top, but depending on the ad, it sits different places. But usually it's just a few words that quickly conveys exactly what is this offer and what is the program that you're making available to your market. So let's go over building block number one, creative.
So creative is the artwork, the design, the imagery or other content meant to draw in users to engage with your ad. Inside of the creative category, there's really two buckets that you want to focus on. Bucket number one is just going to be general fitness. When you're building your ad, you want to take short, quick burst videos of just general fitness. You see here on your left, it's like a boomerang or a short video or on the right, it's just a picture that clearly at first glance you get it. This is a gym kettlebells, I see it. Okay, so it should be very simple to understand at first. So that's bucket number one in terms of the type of creative. And then what we found is you can actually use canva.com to just build these super easy and quick. So I'm not going to get into using the ads platform or how to click into the business managers of these different platforms right now.
That's for another time. And we do have a follow-up training on that, which we can just give you. But I want to give you this quick hack. When you take pictures or maybe you're short on pictures, you don't have a lot of great ones, just head over to Canva, start a template and you can even search if you use Canva Pro, you can search for fitness pictures. So fit female exercise, workout, man, and then you can throw filters on it, all that stuff. And the first ones might suck, but just lean in and you'll get better at it. So bucket number two, outside of just the pictures or the videos of general fitness is going to be direct to camera. This has actually shifted over the last several years and it's important to recognize this small but important change. So it used to be back in 20 17, 20 18, 20 19, that direct to camera, longer scripts explaining the programs really were like the majority of the winning ads that we saw in our community in the fitness industry.
So if you were selling a six week, eight week, 12 week, some kind of jumpstart program, calling out your market and explaining what it is going on, 30, 45 seconds a minute long worked extremely well, but now attention has shifted to platforms like TikTok. I think everybody's just attention is a bit shorter, the attention span. And so what you want to do is you want to adjust to what the market wants, which is short scripts, attention grabbing intros. So your hook here is going to be something like when you come into the screen, you want to get their attention, cartwheels, moonwalks, jump into the screen, pop balloons, shake a sign, whatever in the first two seconds and from there, go into a super short script, 10 20 seconds max. So something like this, like what's up Glastonbury ladies, I'm Coach Maria, I'm looking for 15 motivated locals to get after their weight loss and nutrition goals.
If you're looking to crush those goals once and for all, click the link and let's do this. That's it. Super simple. So those short scripts win. So that's your creative general fitness or direct to camera videos. Super, super simple. Building block number two is your copy. So copy is the written information that aims to persuade, entertain or educate your audience. You've seen Facebook ads, we've all seen Instagram ads. This is obviously where it explains much, much more in detail about the offer that got your attention and general creative is going to grab your attention. And then you're going to want to read more a little bit to kind of see, well what's this about? Now that first line up top is actually called the hook. So that's a very, very, that's important. Real estate within your ad. We're not going to go too deep into actual copywriting today, but at the end of the day, this is probably the best framework in terms of thinking through how do I stay focused on communicating in a way that will resonate with my audience?
Remember the JTBD framework, okay, this is the job to be done framework, alright, AKA, the desired outcome. So you want to think about this, what is the job to be done? You want to get them results, you want to get 'em ready for the beach, you want to make sure that they feel happy, sexy, alive. What is the job to be done? If you can stay focused on that and communicate that within the copy, you're in good shape. So just think about it, what does the prospect want to achieve? What are you promising to deliver for them? And just stay focused on this. And so let's just break down a very, very simple winning copy. And then once you get the framework, you can just start adjusting and start rocking out in the hook. Usually what you want to do is you want to call out who you're talking to, but it also excludes other people.
So if you're saying we're looking for 16 ladies, by the nature of that, you're also disqualifying all the men. So we're looking for 16 ladies who are looking to dramatically transform their health and fitness with our six week transformation program. So obviously not just 16 ladies, the 16 ladies that are actually looking to dramatically transform their health and then boom, six weeks. So now it's like, oh, time effort. That sounds doable. It's not a huge commitment. What else? It's definitely important to just mix it up so you can stack what's included, but also keeping testing out different emojis and things of that nature. The call to action on the end, so not everybody gets to the end. For the people that get to the end, they're super qualified because they took the time to really read it. And so the last thing you want to do is just tell them what to do next.
And so if it's click learn more, click get started. Whatever it is, go ahead and make sure that's your last line on the copy. A couple other things to include. Scarcity and urgency. How many people you can even throw in this is this week only kind of thing or there's only five days left or there's only three spots left. Creating that scarcity, creating that urgency. Why should I click this now and not wait till it pops up on my phone Again? We talked about what a defined end program is and that it is a result in time, a benefit in time. And so having them be amazed with the results in just 42 days is just a way of reinforcing that. And of course what's included the simplest here, you can even put why each of these is included if you want to go a little stronger.
So personal accountability coach is one thing that's more of a feature, but if you want to go a little deeper and really speak to them, which could be personal accountability coach so that you never fall off again because what they want, they don't want to start something and fall off. And then of course once you get that you can just lean in and test all different things. What's great about the platforms is you can spin up all different copies and find your winners again, not getting into the tactical pieces of using the platform there. Alright, building block number three, the headline. So the headline is just a short series of words used to grab attention and usually as it relates to these specific winning ads, it's a short description of the program. So you'll see it like right here, six week full body transformation. Now here's what's great, you can keep the same program all year round and then just rename it something slightly different.
And we call that changing the wrapper. That means you don't have to change your sales process, your pricing, anything like that. Once you find program that gets great results and this is what you want to deliver on, you don't have to rotate 21, 28, 12 8 6, that just becomes operationally complex. So within your ad you can just change the wrapper depending on the time of year and really see what resonates with the audience at that time. And so maybe that same gym that was running the six week full body transformation then shifts it to free six week summer tone up challenge. And whether it's free or non-free, that's a discussion for a different day. And then maybe that's the summer tone up challenge is for the guys and you could even target just women and go 42 days to bikini ready. And so these are called wrappers and these are also how we are able to make sure that our ads don't fatigue so that we just rotate through wrappers instead of changing the actual timeframe on the program.
A couple more six weeks summer shred, beginner friendly six week program. That's a great one to test out. So a couple more on the wrappers. So let's say you start with a six week full body transformation. I'm just using this as an example. Again, you don't have to use the six, it's just over time we've seen this one perform as good or better than everything else. And I think because in general people feel like six weeks is just not that long, but I could definitely see if I stuck with something, it's enough time for me to evaluate whether it works or not. It's believable that I could lose 10 pounds in six weeks. Believable. I could lose eight pounds in six weeks to someone that's never done it before. Now we all know in the fitness space you could lose much more than that 25, 30, 35 pounds in six weeks, but it's a solid timeframe that has just lasted the test of time.
So from here, six weeks summer slimdown 42 day fitness challenge, six week Body Confident Challenge, this is actually working in the last year pretty well. So again, wrappers, they actually don't need to change that often, but it is something you can lean into if your lead cost starts to spike. So just a quick tip if you want just some ideas, go over to the Facebook ads library and you can just type in fitness challenge fitness class free pass. And what it'll do is it'll literally just serve up all ads that are live right now for gyms and you can just get a feel for what are other people doing. Now, again, I'd caution you not to really just straight copy other people because most people don't know what they're doing when it comes to advertising. So you may see ads that are out there and you're like, this is live.
It must mean it's working. It doesn't mean it's working. Just remember that we went over the three building blocks, but just remember this, mixing up the look is actually what matters the most. So the look, the creative is going to be the number one thing that drives how people outside of the offer itself, that drives how people engage. So if you use this one in the top left, you do that and then you have all ads that are red and they're always red and all of your ads for months and months are all red. They're going to fatigue. But if you switch it up and change the look and feel and deploy all different types of looks and feels for your creative, you should be able to keep lead cost down and your market paying attention and interested. Cool. So let's do the final breakdown for the anatomy of a winning app. So here we have just an example. We didn't use a video on this one, we didn't use a direct to camera, it's simply just the picture. Notice on this one, we
Added pieces of winning copy into the creative. So we took some of the things that we say in the actual copy and we just overlaid it. Now this is interesting because it wasn't that long ago that Facebook, Instagram used to basically fine, you could get either banned or disabled for putting too much text over an image in the early days of Facebook. Now recently though, in the last year or so, they've really loosened up. You can put words all over the creative, which is really great. And once we started testing this, it absolutely just crushed. So you want to make sure that your page or business name actually does convey fitness. So we've seen some pages change their name. Let's say they had maybe it was a martial arts studio and it just seemed a little tough or rugged and they were trying to advertise a fitness program towards women.
We noticed that when they changed their name or they made a new page specifically for that when it was a fitness focused program, not martial arts or not a word that they just don't understand, the cost per lead went down, click through, rates went up and everything improved. So just look at your business name, make sure it's inviting, make sure it does represent fitness. Okay, so your hook is the first line of copy, obviously that's extremely important. Real estate. So this one is a free six week transformation challenge, help test our new program. So that's a great hook to get everybody's attention. Sounds great, especially with the free Now free versus non-free. We have plenty of different trainings on YouTube and things of that nature. You can find on how does a free challenge work. I'm not saying you have to go free our community, we have free, we have non-free.
Really at the end of the day it's just about bringing value to everybody and then making sure there's a way to collect enough in that first month. And even the free challenges in general. On average people collect six to $700 down on the first day. Okay, so on the creative itself, on this one, obviously we have a geographical call out. So the town area. So obviously it builds trust, the demographic call out, who are we talking to? This is individual. So this would be being served up to men and women. An eye-catching picture video, obviously we went with the black and white here with the two-tone text, the time duration is conveyed. Obviously the defined end program here being the offer and the wrapper end benefit. So the free six week full body transformation, having the benefit in there. If I do this, I'll have a full body transformation, obviously is a lot more valuable than a free class pass.
And then you got the headline and wrapper here. Again, just like in the copy, you want to make sure there's a call to action on the ad itself. Some of these platforms allow you to not have a button. We've always found that the button certainly from a B2C standpoint, definitely helps. Now you can put sign up as a button. We actually find that learn more actually works a little better. So once you're in the actual training, we're not getting into that again. But once you're into the actual training, if you want to dive into our free ads course, then you'll learn exactly how to do all of the little adjustments to the button itself. One little thing when you are building your ads, when somebody clicks, there's that follow up screen, right? This is called a lead form. Now the first thing that comes up is going to be a little bit more, it's like more copy about the offer.
This is really key. You want to make sure that the wrapper, the headline there actually has, there's continuity between the original ad and then once they click the next screen, they see if it looks completely different, they're actually going to hurt your conversions. You want to make sure, and it was always the same when we used to send people off platform onto landing pages. You'd need to make sure that whatever they click on and then they land on, they feel the same. There's continuity. So next steps, if you're new to this, use the six week wrapper to start. Put together a six week program, put a price around it. Make sure that you know that you're going to deliver at a high quality. Our community, we always say fitness, nutrition, and accountability is what everyone needs to get those results. So think through how you can deliver on that, what it would cost.
The goal is for you to have a three to one return, at least a two to one return in the first month. And from there, just dial in. Lead costs. Make sure that you're paying attention to your lead costs in your market. You're working through the three major building blocks here and you're testing creative, you're testing copy, you're testing your headline. Biggest thing though, after that is that you've got to focus on your schedule rates, your show rates, and your close rates. Because if you're getting, let's say you're in a great market, you're getting $15 leads, $10 leads, but you're not nurturing them, you're not getting anyone scheduled, nobody's showing, or you just have a low close rate. At the end of the day, CAC is going to be absolutely insanely high. So it's the entire acquisition system that matters. It's not just the ad.
Biggest thing is you have to achieve client finance acquisition. That's the name of the game. Client finance acquisition is the method that I walk you through of putting a dollar in and getting three, four, $5 back into the machine because each client basically finances the acquisition of the next client. And that's how our gyms scale and without coming out of pocket for marketing spend ever again. And so once you've achieved client finance acquisition, then and only then should you consider testing new offers. And even then why change it? Just crush. Just keep getting better. Alright, couple final thoughts guys. Don't get caught up on branding. It doesn't matter who's in the ad. Don't worry about the guy down the street, they're running an ad. Very similar or whatever. Just the pie is so much bigger than you can imagine. There's so many more people in your market and nobody knows who you are. Just remember that. That's it guys. I hope you found value in this. Go crush it.

Overview

What's going on guys? Welcome to the 28 day Spring Shred challenge overview video. This video is just meant for kind of a high level look at each piece of this play. What's the offer? What are the tools available to you within this portal? How do I sign my members up? What is the nutrition orientation? How are we monetizing a free play? How to get referrals, how to get your actual members to promote this and drive their friends and family in. And then we'll cover fulfilling the actual challenge itself and celebrating with your people at the end. So the play itself first, the offer, what we're going to do is we're going to run a free members only challenge. It's a 28 day challenge where we're just going to kind of rally everybody together, really boost morale, cut churn, and we're going to sit face-to-face at a two to three day stretch of every single member that signs up for this thing, all really giving back, pouring into them.

And then at that meeting, we cover the nutrition and we sell 'em to supplements. So the offer itself is a free 21 day challenge. I'm sorry, 28 day challenge, right? The timeline is a couple weeks of hype and registration, and then four weeks of the challenge itself. It ends with a party for everybody. But what's cool is what's important is to make sure that everyone knows, Hey, you can only come to the party if you do the challenge. The price point, again, is absolutely free for members, only their friends and family will be able to get in at a crazy discount. So for you guys to get started on this, you want to watch all the training videos. So break out your notepad and just really take some notes and watch every video before you meet with your team. That way you can have conviction around this and you feel really, really good planning this out with them.

Alright? You want to complete the getting started checklist. That may be with or without your team, but make sure that you print that off and you knock that out. Hopefully that helps give you some structure too. You want to get familiar with all the marketing collateral that we provide, edit it, okay? And of course, meet with your team and make sure there's somebody that kind of owns that who's in charge of all of the marketing collateral around this play. So signing your members up first. We're going to hype this thing. We're going to really, really, really get your members so, so excited that they just can't wait for the link to drop, to actually officially save their spot and get on your calendar after members join, after you've really done the full blitz of the members, then you can focus on friends and family. Do it in a linear fashion. Don't do it at the same time because they'll cannibalize each other and results will suffer. So what do you have? You have Facebook posts, you've got emails, you've got texts, you've got posters. We even have an announcement written for you as well. So these are all the different ways that we're actually going to get first to hype out there. And also when registration does open, share the registration link Right now, the link itself to register is actually should be a link to your calendar so that

People booking a 30 minute one-on-one nutrition consultation, coaches meet up, call it whatever you want. We're just going to cover the nutrition itself. Now, prior, you do want to go old school. You want to get that interest going, whether it's Facebook posts, people commenting, I can't wait, replying back texts and emails. But even adding in that old school signup at the front desk too. So any way to get people raising their hand saying, I'm excited for this. Do that as much as possible and as many areas as possible prior to register. Now, once somebody signs up, they show up to a one-on-one meeting. This is a 30 minute meeting, and they should be one-on-one. If you start doing groups, this thing will start to kind of fall apart and maybe not fall apart. It's just that you're not going to be able to monetize it in the same way.

So the way the meeting works is first you dig into their, why is it so important for you? Why now? Why are we doing this? Right? And then of course, they're going to share a little bit about what's going on in their life. So what we're doing here is we're giving back to our members, okay? We're going to cut churn, we're going to increase that morale, and we're going to get 'em some results Real quick, we're going to cover the simple nutrition plan. Now, if you have fulfillment, you have a way of delivering nutrition plans, one that you like and you want to do on this, go ahead and do that. We also have provided a very simple four week framework for you within this portal for you to follow if you don't have one to follow already. Now what you want to do is you also want to sell supplements within that nutrition meeting.

Now, there's a training on exactly how to deliver this nutrition meeting. In fact, there's a deck that's done for you and a full nutrition sales training video by Ed turn. So what you're going to do is you're going to sell supplements, and you'll be selling packages anywhere from 200 to $800, right at this meeting. It's a simple ab close. So you're going to really like that. Once you get through that training, after you've met with your members, you're going to start pushing referrals. So this is going to be a friends and family deal where they can go ahead and text all their friends and family for two to three, four days and say, Hey, I'm doing this 21 day challenge at my gym. You should do it too. And they have this amazing friends and family deal. Here's a link. If you're interested, you can get the deal and do the challenge with me. Now, what we've done is if you're using our high level, our go high level software system, we've loaded in a friends and family funnel. And this is a great way for your members to promote your gym in a way that they're excited about. So people are more likely to promote defined end program, like a 28 day challenge than they are just like, Hey, you should join my gym. That would be fun. So definitely ride the wave of the hype of this thing, and you should get plenty of free

Referrals opting into that referral funnel. And you'll see, we'll go over the funnel later, but actually when the friends land on it, it says, if you're seeing this, somebody truly cares about you and you've accessed a secret deal. And then it says, join our 28 day spring shred challenge, and they can reserve their spot. Boom. And it's nice because it's super simple. If you're using our high level as well, that lead will come directly into your pipeline. You can call 'em, be like, yo, what's up? We have a phone script for you. And you can actually close them right over the phone. Now, the referrals, we're not going to give this for them for free because they're not a member of the gym. But what you are going to do is you're going to say, Hey, usually this is 3 99 or 4 99, whatever you would normally charge for this level of service for four weeks.

And then what we're going to do is say, but because you're a friend or family member of Boom Susie, you're actually going to get this entire 28 day challenge access to this one-on-one, nutrition, accountability, everything, even the party at the end for only $49 or $97. And then you can close 'em over the phone coming in. Boom. All right. So you can scoop up free referrals that way. Now, once everybody starts the challenge itself, alright, we provided some texts, some emails, some additional workouts for you. You do want to actually be really engaging through this challenge. I provided a very simple framework for you guys to reach out on a cadence. If you already don't have that set up, if you have a solid system of fulfillment for challenges, just follow that. You don't want to change what works. Okay? We do suggest that to make this one specifically special, that we introduce one new workout session per week during the challenge.

So you can call it your exclusive spring shred sessions workout, whatever. So that'll create a lot of hype in the gym. And whether it's you and you don't normally run the sessions or it's your rockstar trainer, whoever it is, make it really exclusive. Make it special. You can only come to these workouts if you're on the 28 day challenge. Okay? Now the party itself is a real fun, big celebration at the end. Okay? So we're going to talk a little bit about how to run an effective party, but this is going to be a luau party where everybody, it's a potluck party. Everybody brings food, okay? And you're going to be able to really pull some incredible testimonials out of this, and you'll be able to create a lot of hype around this, especially if you end up giving cash away on this play we recommend. So that's kind of the high level overview of what this is. And then the next videos, we'll dive in a little deeper.

 

Gym Math - Make $15,304 on a Free Play

What's going on guys? Let's talk Gym math. How to make $15,304 with a quarterly internal play. Meaning if you do one of these a quarter and you get really good at it, we can make an additional $60,000 more this year with no ad spend at all. Let's talk about why these free challenges, free internal plays, members only plays work. Your members see you selling new people all the time, and many times they feel kind of forgotten about. Now, that's not true in every single gym community, but it's certainly true in some plus, many of your members have fallen off and they could use a little motivation, right? They're not at that same point emotionally as they were when they first started. So these two things combined can lead to members leaving. There's your attrition. So what's a gym owner to do? How do we always focus on sales and keep our current members happy and engaged?

Well, I think it's a good idea. If you give back to your members every once in a while with a free program, quarterly members only challenge is the perfect answer. You can put a different wrapper on it all the time, right? Seasonal wrapper. And it's always fun. It's always fun and it's easy to fulfill because the frameworks can largely be the same. You tweak a couple little things here and there and it feels new, right? But what's great about 'em is allows you to build goodwill with your members, your community. It gets your clients re-engaged, gets 'em using and valuing your services. It combats churn, which is huge, and it gives them a reason to refer their friends and family to you. It also gives you the platform to sell other things, right?

It's such a valuable thing to have one-on-one time face-to-face time with our clients. And so you can go ahead and sell products and services at that meeting, alright? And they're more motivated to purchase because there's so much hype around this period of time, this sprint, so to speak. So this is what you can produce over time by selling, let's say product supplements at a nutrition meeting, even from free challenges. So this is Ed Turney myself on the bottom, just two gyms where we had previously never sold supplements. We started doing it through free challenges and just kept a focus on it. And this produced between our gyms, $200,000 in PayPal deposits, which essentially paid our rent for a couple of years. So one thing that's really amazing and true is that people will spend more on product than they will on service. So the same client, we found this, the same client that was spending, let's say 150 or $250 a month, and they were saying it was an absolute stretch for them to even be able to afford that would also just turn around and spend $800 on a supplement bundle at a free challenge.

And so it's pretty amazing to see that people really will drop that type of money when they really believe in the product. If they know it's going to help them get better results, then they're going to go ahead and do that. And plus these are purchases that are already happening anyway, okay? They're happening down the street and they might as well happen within your business. And it's also important to remember, even if your member was on, they were on these products before and stopped, this is a great reactivation point. It's a reason to get back on their game and feeling really good. So this isn't just about selling product to somebody that's never purchased it before. There are many people that we reactivate. So simple numbers here, when sitting down with these are just like an example. Just set some expectations. One-on-one with your members when you're going over the nutrition plan, and then we go ahead and present the supplements to them in the way that we recommend in the training.

It's very likely you'll see 35% buy nothing at all, which is totally cool, but 65% will buy something. All right? And of that 65%, 15% will buy the biggest bundle you have. And so we've actually laid out a very simple a b sale when it comes to the supplements for you guys. You're going to recommend they purchase one of two options. The first option is $269 for the subscription, or they can buy three months upfront for 800. Alright? So let's just look at how this plays out. I like to just run the numbers and you guys can kind of adjust for your own situation. So if we've got a hundred members, we're, let's say we sign up 60 of our members for the free challenge. They show up to their appointment and we go over the nutrition and then we recommend a few different options for their supplement bundles and they get to choose, we're going to close 39 sales at an average ticket of $340.

This is $13,260 right there. Now that's gross. It's not your margins, it's not your profit, okay? But what's nice about this is with Prestige Labs, you actually get 40% right back to your PayPal within a week. So $13,260 of supplement sales at 40% margins means you're going to collect $5,304 to your PayPal account the following week. And for many of you, there's rent just paid for plus because the hype around this challenge, your clients will refer their friends, and I think it's very likely that you can get 10 referrals on this. All right? And the 10 referrals that say an average lifetime is a thousand bucks. Here we are. We ran one free challenge, 28 day challenge, sole product customer referrals, and we're at $15,304 lifetime value from this one internal play. And that's not including the month two supplement income. So many of the people that

Purchased product are on subscription. So next month, boom, that deposit hits and you make more. It doesn't include the clients that upgrade at the end of the challenge. So you run a challenge and maybe at the end of the 28 days you have that service as a higher level that someone can stay on somebody there, or maybe they want to go into semi-private to keep the results flowing. You'll have that option to check in with them at the end of the challenge and resell 'em, right? And it also doesn't include the higher lifetime value of clients because of lower churn. So for you, more visual peeps, if you want to walk through these numbers a bit more, let's look at how sitting with 60 members plays out to these numbers. So 10 people come in and we sit one-on-one, we dig into their Y, we go over nutrition, and then we pitch them supplements.

Now, the first supplement bundles, the subscription, the pack that we recommends, $269, we also recommend that as the second option that they just prepurchase three month supply all. And so let's say we do that with every single person. One, remember, you were not selling in a group and the first one just kind of buys one or two products. They didn't go for it, they didn't go for anything else. Maybe they're already on some and they just picked up a couple. The second one, you strike out the third one, you got the 2 69 recommendation, option A on subscription. Then the next one, same thing, and then you strike out again. Then Susie here, the sixth one you sit with only buys a couple products at one 20. Then you strike it again, and then boom, you hit a whale at 807. They pre-purchase three months supply.

And then you strike out. And then boom, there's your 2 69 option A again, and that's sitting with 10 people. one-on-one, you just keep this rolling. So you still have that same closing percentage and the numbers play out to look like this. So you have 26 at 65% close, which is 13 product sales, which is $4,420 in product sales. So that that's at 26 $4,420 gross. So we sold $4,420 for every 20 sits, and this comes out to 13,260 with 60 sits, which means at 40% margins, you'll get a deposit in seven days to you of $5,304. And that's how your second billing check is born. So imagine consistently being able to look ahead and saying, oh wow, all right, I've got my membership billing. All right, my projections are X for next month. But over here on my supplement side, I have another billing check and my projections are Y for next month.

And you can kind of have two pillars that you build, right? So if you've never done this before, you're kind of on the fence. I just want to talk a little bit about why is it important to offer supplements or product within your gym. This leads to stickier customers. It's a purchase that's already happening down the street or on Amazon, so it might as well happen within your gym when you run a challenge like this, some kind of sprint transformation short-term thing where everyone's getting after it. They are going to buy product to match their new kind of identity in that moment.

This can easily add 5,000 a month to your PayPal, pay your rent, become your second billing check. And for personal experience, we paid rent every month for a year and a half through this program. So a little bit about the brand itself. For me, I didn't want to keep stock, wanted the sale to be easy, wanted the product quality to be great. I didn't want to deal with order adjustments at all. I didn't want to deal with customer service, and it had to be good margins, or it's just not worth my time. It's kind why I never offered in the gym for years. But with Prestige, there's no need to keep any stock, which is amazing. You can sell right from a slideshow if needed. It drop ships directly to your client's door. They can adjust an increase or cancel at any time. You get 40% margins and you get the weekly PayPal deposits. So it's a killer partnership. And so time for you guys to go crush it.