Speaker A
Hey, what's going on everyone? Happy Sunday! Hope you guys are rocking and rolling on your Sunday morning, evening, afternoon, whatever time zone you are watching or listening to this in.
Learn a simple 3-part formula for creating high-converting fitness ads focused on duration, benefit, and power words.
Key Takeaways
- A fitness ad headline must include duration, benefit, and a power word to maximize conversions.
- Clear communication of the time commitment helps prospects understand when they will see results.
- Benefit statements should focus on tangible, relatable outcomes that resonate with the target audience.
- Creative elements and compliance with advertising policies are essential for effective ads.
- Consistent use of this formula can improve ad performance and attract the right gym clients.
What the video covers
- The video explains a straightforward formula for fitness ads with three key headline components: duration, benefit/result, and a power word.
- Duration refers to the time frame of the fitness program, such as 28 days or 6 weeks, which sets expectations for commitment and results.
- The benefit or result highlights the desired outcome, like a six-pack, bikini body, or dropping belt notches.
- Power words like challenge, blueprint, accelerator, or transformation add emotional appeal and urgency to the headline.
- The copy should creatively expand on the headline by connecting with the prospect’s desires and social status.
- Visual elements such as colors, fonts, and creative imagery (e.g., workout photos, testimonials) are crucial to complement the headline and attract attention.
- The headline should be clear and compliant with platform guidelines, avoiding direct address or discriminatory language.
- The formula applies primarily to Facebook ads but can be adapted for other platforms with additional steps.
- Using this formula increases ad conversion rates by making the message clear, relatable, and compelling.
- The video includes practical examples and tips for tailoring ads to different audiences like men and women.
Chapters
- 00:00Introduction and Context
- 00:37Overview of the 3-Part Fitness Ad Formula
- 02:04Part 1: Duration in Headlines
- 02:34Examples of Duration and Benefit
- 03:34Part 2: Benefit or Result
- 04:49Importance of Clear Benefits for Conversion
- 05:29Copywriting: Engaging the Prospect
- 07:10Creative Elements and Testimonials
- 08:17Compliance and Copywriting Guidelines
- 10:45Design Tips: Colors and Fonts
Full Transcript — Download SRT & Markdown
Speaker A
into funnel world um and ads for both b2b and b2c i've been kind of like taking a more frenzy report uh lately and so i wanted to make this because i recently had a gym owner send me some of
Speaker A
I recently have been doing a deep dive into funnel world and ads for both B2B and B2C. I've been kind of like taking a more frenzy report lately, and so I wanted to make this because I recently had a gym owner send me some of their ads.
Speaker A
fitness ads that we ran that i ran at my gyms and that we continue to run is a simple formula has three parts to it all right the first part is duration all right because virtually every fitness based uh promotion that you're
Speaker A
I was like, oh crap, these are definitely not going to convert. So I wanted to just give basic headline stuff that will always just make you more money.
Speaker A
second piece of the headline and this is what i see people mess up is the kind of uh the benefit or the result okay so it'd be like six-week six-pack if it was for guys right 28-day bikini uh six-week booty
Speaker A
The formula that I've used for all of the fitness ads that we ran, that I ran at my gyms, and that we continue to run is a simple formula that has three parts to it.
Speaker A
is gonna reel that in and talk about how um is it wouldn't it be nice to always be the skinny friend right because now you're talking about status within the context of other people so you're looking at the prospect within the eyes
Speaker A
All right, the first part is duration. All right, because virtually every fitness-based promotion that you're gonna run is gonna be X amount of weeks, X amount of days, whatever, right?
Speaker A
know small dress like that's where like the um a lot of really popular one was uh a little black dress right because that was the result that was the benefit right and so like like loosen a belt loop like two notches down on the belt
Speaker A
So it's like 21 day, 42 day, 6 week, 28 day, 30 day, one month, whatever that is. That's the first piece of your headline.
Speaker A
where people wanted to see what kind of commitment or implied when they're going to achieve the result right so it's like if you have a 28-day drop to your belt or drop to belt notches like cool i get
Speaker A
Okay, second piece of the headline, and this is what I see people mess up, is the kind of the benefit or the result.
Speaker A
challenge it could be blueprint it could be accelerator it could be intensive it could be um of course i've like while i'm live um but it's words like that that are like program you know what i mean transformation all of those are going to
Speaker A
Okay, so it'd be like six-week six-pack if it was for guys, right? 28-day bikini, six-week booty, 42-day detox.
Speaker A
doesn't have that the likely that it's going to convert is much lower period it's just like these are and what's what's interesting is you're like that sounds so basic alex i see ads all the time from gym owners
Speaker A
Like, I'm trying to think, you can, I mean, if you want to even get a little bit more creative with it, you could say like 28-day skinny friend.
Speaker A
they're still the same and they all they do is they just change the characters and your job is the reporters to go and grab the story and capture it right so um duration 28 day benefit you know six uh
Speaker A
Right, so now you're like, then the copy is gonna reel that in and talk about how, wouldn't it be nice to always be the skinny friend?
Speaker A
three and that is your formula for headlines now once you have that the next piece is going to be the creative i'm not going to get into the creative too much because i've made other videos about that but using the
Speaker A
Right, because now you're talking about status within the context of other people. So you're looking at the prospect within the eyes or from the perspective of their friend, right?
Speaker A
in the group together testimonials work all of that stuff is creative and you can still use the same headline all right the headline doesn't have to be specific to the creative so it's like one of the biggest things that i've
Speaker A
And so you have duration first, okay, in the headline, and the second piece of the headline is going to be the benefit.
Speaker A
to this is when you actually go to the copy so i'm only specifically talking about facebook ads if you're marking on like gdn or other things and like those are banners and you have to have more steps to it but if you're just talking
Speaker A
All right, it could be leaning down, slim down, thin waist, you know, small dress.
Speaker A
you're like there's obviously compliance guidelines of making sure that you can't say you and you can't say like um you ladies because you can't identify the prospects cause facebook doesn't like that right and so you're gonna do your
Speaker A
Like that's where a lot of really popular ones was a little black dress, right? Because that was the result, that was the benefit.
Speaker A
head right which is going to be tied back to the headline that we said so it's like if if we said the the 28 day skinny friend you know transformation or skinny friend accelerator whatever program doesn't matter right you go
Speaker A
Right, and so like loosen a belt loop like two notches down on the belt loop.
Speaker A
they never gain weight wouldn't it be nice to know that it's not their genetics it's actually their habits and those habits are programmable and teachable right now i'm like oh this is an interesting ad i want to read more
Speaker A
So try and demonstrate what the result is going to be with the second piece, and that's where just being creative as a marketer comes in.
Speaker A
friend then click over right and say then call to action and so like this is a formula like like hopefully just from the way i'm describing this you can understand how this works so when you're making ads and this is what a lot of people are
Speaker A
All right, so duration is simple. Make sure you have a duration first because that's where people want to see what kind of commitment or implied when they're going to achieve the result.
Speaker A
get attention and make sure that they're like they pause and stop all right a fun side note is make sure that the color makes sense colors and fonts matter sometimes even more than the words so if you're doing a meme banner or a banner
Speaker A
Right, so it's like if you have a 28-day drop to your belt or drop two belt notches, like cool, I get it. Dropped two belt notches in 28 days, cool.
Speaker A
like hardcore gi joe lettering for women right it's not gonna work as well it has a different feel all right to the same extent if you're new at doing a guys based ad they're doing black and green black and blue like sort of male based
Speaker A
But you're not making a guarantee, that's just the title of the advertisement.
Speaker A
marker is a font on google fonts works for guys or girls right so you can have white and pink in part in in permanent marker or font or you can have black and yellow or black and red or
Speaker A
Okay, the third piece to this is a power word.
Speaker A
that that stuff's fine right but make sure that you're matching that and these like these are definitely like the fundamentals like these are the basics but if you're not doing these and you'd be surprised how many people don't do the
Speaker A
All right, and so a power word could be challenge, it could be blueprint, it could be accelerator, it could be intensive.
Speaker A
our creative which we know converts which is gonna be people working out together food pictures uh you know images of like sweaty selfies uh eye based images where someone's staring at the camera selfie pitch videos all of those type of
Speaker A
It could be, of course, I've like while I'm live, but it's words like that that are like program, you know what I mean? Transformation.
Speaker A
it is for all right because it shows that you're selective and you're going to be more magnetic and repulsive when you make that right like if you notice recently a lot of the gym launch ads that have come out have been like no
Speaker A
All of those are going to be like the period at the end of the sentence.
Speaker A
the most money with us and stay the longest and guess what it's gym owners right and so so we're just making sure that we're 100 clear that that's just who we work with now you if you want to look at your own
Speaker A
And so when you're making your ads, this is the headline that would go in the banner.
Speaker A
right then they're going to be way more likely to click and then the the quality of the click that you get is going to be much higher all right and the next thing finally is the subhead is the lead in right and
Speaker A
All right, this is the headline that goes in the banner. Once you've done that, if your ad doesn't have that, the likelihood that it's going to convert is much lower.
Speaker A
of jeans and a belt or something on the banner right it would make sense and then when you're with the lead-in it's going to tie it back to that because like how is this connected and so you're going to connect that to like hey
Speaker A
Period. It's just like these are, and what's interesting is you're like, that sounds so basic, Alex.
Speaker A
you're like boom then you can go into your normal copy okay so um if you were making your ads make sure to use those headlines make sure that the banners are set that way three pieces duration benefit slash
Speaker A
I see ads all the time from gym owners, even in our community, that don't obey this, and then they're surprised that they're not getting results.
Speaker A
and repulsing the right people and then do your lead in your sub headline or what would be your sub headline because you don't want that actually the actual banner it's too many words but you want that sub head because if they read that
Speaker A
Like I made a video a couple days ago about like it, it's like the news.
Speaker A
if you're having a 28 day blah blah blah and this is where it's like this is where it takes work this is where like good marketers be mediocre marketers just by not being lazy and so then they make sure the page
Speaker A
Like if you look at the way the headlines look on the news, they're still the same, and all they do is they just change the characters.
Speaker A
running for the same campaign just one's for men and ones for women that's a basic split right if you want to get more granular you can have older women and younger women i would imagine that you probably talked to a 55 year old
Speaker A
And your job is the reporters to go and grab the story and capture it, right?
Speaker A
gives you just like a quick overview in terms of gloss if you're making your ass today because it's sunday which is what a lot of our gym owners do make their ads um follow those guidelines you'll get more clicks you'll get more leads
Speaker A
So duration, 28 day, benefit, you know, six, duration, 28 day, benefit, six pack, or, you know, skinny waist or smaller jean size or whatever, right?
Topics:fitness adsad formulaheadline writingFacebook adsB2B marketingB2C marketingfitness marketingad creativepower wordsconversion tips
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