On Facebook & Instagram, there’s really only three types of ads that work consistently.
- Pain Point: Tired, bored of the gym, not seeing results, low energy, overweight, restrictive diets, weak, in pain, etc. Name the problem your ideal client is having. Not sure what to say, look back on your last 5 sales or consultations and seeing what they told you. That’s how I came up with the effective headline “Bored of the gym? Not seeing results?”
- Fixed Term Challenge. This is the one most gym owners dislike using. “6 Week Bikini Blast” / “30 day shred” / “9 Week Transformation.” / “Free 28 Day Challenge”… The fear with this is that you will only attract people who think short term. Alas, in this day and age, most people think short term. And when they’re on social media they are looking for a quick dopamine hit. Off social media, your fixed term challenge is your chance to prove the effectiveness of your program. While you might not have your clients lose twenty pounds, if they see some movement on the scales or an improvement in fitness, they’re more likely to stick with you in the long term.
- Desired Result: Lose weight, tone up, build muscle and strength, feel amazing, look better naked, finally have confidence! Essentially this is the opposite of the pain point.
Note that none of these talk about the process or the product too much. We don’t say how you’re going to get out of pain or achieve the desired results. Probably one of the most famous quotes in marketing comes from Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
You love your method, as you should. You know what’s best for your client. Before you can tell them which package is best for them, you need their initial attention that you understand their problem and can offer the solution.
