How would you like a Facebook ad formula that works? Yes, please, right?!

No matter if you’re brand new to paid advertising, only thinking about it, but haven’t done any yet, or you’re a veteran but have noticed a huge change (for the worse) recently, listen to this episode.

It will help you think about thinks in a way that makes it far less mysterious.

When I first began running ads I would have loved to have a Facebook ads formula. I was fortunate enough to have access to a mastermind group and expert resources to begin. This is one area few personal trainers or gyms feel good about. There is always the question of whether or not you’re spending too much, not enough, and what to change or test to get better results.

This episode will help you identify a plan.

My Guest:

Jono is an award-winning international speaker, bestselling author, podcast host, the co-founder and director at Fitness Education Online and the admin of the one of the largest Facebook Groups in the world for Fitness Professionals (Fitness Education Online Community). Jono is the current Fitness Australia Educator of the Year and a former Exercise New Zealand Educator of the Year Finalist.

Questions we cover in this episode:

• How much spend for a 1 million revenue from an ad?
• Is Facebook still a viable advertising source?
• How has Facebook advertising changed?
• To listeners overwhelmed with the idea of setting up Facebook ads, you say?
• Where does a listener start?
• What about the difference in boosting posts vs using Ads Manager?
• What is the perfect Facebook Ads formula?

Facebook Ads for Fitness & Health Pro Example from the show

Initial investment = initial sale

$500 ad spend

$10 leads

Close rate 10%

$500 cost of program (start of customer value)

Zero percent of local businesses run effective Facebook ads.

-Jono Petrohilos

Formula for $5 leads

• Photo – small group of people all smiling and having fun after the workout

No: no smiles, working out/working hard, exercise photos, too professional, really fit and good looking

• Headline – mention the suburb,
• Copy – challenges work, 6-12 weeks, urgency

e.g. 12-week challenge kicks off 8th of August TOWN location. Click for more.

• Lead Generator Ad (no website required)
• Targeting – no interests required, distance/age/gender keep below 150,000 people for a small radius

There you have it, the perfect Facebook ads formula for health & fitness professionals

Connect with Jono:

www.fitnesseducationonline.com.au

FB Group: www.facebook.com/groups/fitnesseducationonline

IG: www.instagram.com/fitnesseducationonline

Through Sept 30. Code: comebackstrong20 allows 20% off one of 2 options. 

Whether you sell fitness & health services by webinar, phone, or in person all of these tips will help you get there.

First, before the meeting:

Set the stage for it being about how we’ll work together not if.

• How long have you been thinking about this?
• How serious are you about taking action?
• Why do you think you’re not where you want to be?
• Which of my products or services make the most sense to you?
• What do you need help deciding?

On the call.

Set up…take charge.

• How these calls usually go…
• Ask permission to continue or share your ideas for them (based on survey results)
• Ask questions pertinent to what you need to know.
• Listen, and ask follow up questions.
• State your recommendations. Ask, am I explaining that clearly? (make it about you not them if they don’t understand)
• Do you want help creating and following through on that plan?
• Would you like that help from me?
• I work with people in two ways (no more)… x and x which is better for you.
• Take the credit card details right then or… risk sending an email follow up.
• Here’s what happens next. Paint the picture so they know what happens when the enroll. (as if… they will, already did)

What if they want to know if there’s any other option. Ask why. And if it’s price:

Let’s look at what parts of the program aren’t important to you and what we can remove from the service to make that make sense.

That can create a fear of missing out. No one wants less of the service. What they want is all the service and to pay less. So, when you paint it like that, they often find the money.

Before What You Say to Sell Fitness & Health Services

Most important… what are you doing to get people into your funnel: to your calls, consults, webinars? Do you get qualified leads? The ones ready to buy, start, get results?

Here’s how to write copy… which is everything you say, write, and speak on stage or in videos that either attracts or repels people. If you can’t help people take action, you can’t help them.

To sell fitness & health you really have to have a good product, really care about people, and give value that wows your customers.

Resources Mentioned:

Marketing to Women Copywriting Course

There are two parts to how to present your fee or make an offer and they are:

• Where – meaning what format
• When and what do you say

So, I’m breaking this down into two podcasts because when I went to unpack it I knew I’d leave you hanging and leave important considerations out if I didn’t.

Present Your Fee ABCs

In this episode of how to present your fee it’s about where you’re going to do that. I’m talking about your customer journey from the time they find you and follow you here. The cost of your program or service also matters here.

In general, the more expensive your services the longer time you’re going to spend with a prospect before you make the offer. So, before you go too far into thinking about how to sell, make absolutely sure you know who you’re selling to, whether you’re selling a low cost item – usually less than $100 or you’re selling a higher ticket item, $1500- 4000, or a more custom product $5K and up.

Here are different platforms you can use to sell your services:

Low cost products can be sold via email.

The higher your price point, or the less time your customer knows you, the more likely you’re going to want to sell one of these ways:

• A phone consultation
• A masterclass
• A live person consultation

Which One and When?

A phone consultation can follow a masterclass. A very small percent of customers make up their minds right away and buy on the spot. It’s about 15%. The higher the price point that number shouldn’t go down as long as you’re attracting the right people to your list.

Someone could make a phone consultation appointment with you from your website. Ideally, you’ll do pre-booking screening, so the customer is qualified and legitimately considering your services and able to afford you before booking.

Say you host a webinar or masterclass to sell. About 15% of those fast action takers are going to decide right then. But many more will need more time and more follow up emails. One of those emails could offer the opportunity to book a free phone call with you for those on the fence.

If you’re seeing clients in person now you can also present your fees and close in person, or there’s always zoom.

One Offer

If you confuse you lose. Give one good choice. When they’ve made that you can build an upsell but don’t present two different products in one email or one masterclass or you’ll no sales.

Big Clubs Big Mistake

Big clubs who launch numerous fitness programs at one time are constantly at risk for this. They just vomit the list of paid programs and hope the right customer will find the one they want.

But they can’t nurture that customer based on what they’re thinking if they take that approach. A whole lot of people who aren’t the ideal target are also getting that email.

So, if you aren’t already, segment. If you serve both men and women, segment. Sure there may be times you have something that works for both, but you want to be sure when you’re talking about menopause you’re sending that email to women in their 40s – 70s.

Keep It Clear

Decide your ONE offer and make that offer irresistible. If you’re collaborating with someone make sure you’re selling one thing that the customer has to decide on. Nothing more. It’s always possible for you to make a special consideration if someone reaches out and says, I’d like to do it, but I just need x, I already have y, can you work with me? A single option, a single price, and I won’t teach irresistible offers on this episode. Do let me know if you’d like a review of how to do that.

Don't Miss it! 

Resources:

Copywriting Course: Marketing to Women 

Flipping50 Fitness Specialist & Advanced Specialist

In the year and a half we’ve had it’s nice to hear a fitness business success story. Hang onto your hats because it sounds too good to be true. But founded on listening to what was already working, first for them this sister act created a community that love them and what they’re doing.

Sisters, best friends, coaches, and most importantly, moms! Both Ashley and Jocelyn are NASM Certified Personal Trainers and Certified Nutrition Coaches, also holding a B.S. in Health and Fitness Management. The Lavender Sisters created TLL Fit to help busy moms step into their power and become who they were always meant to be, inside and out!

Listen to this fitness business success story and create one of your own. Are you using the right words to attract your ideal customer? Have you truly defined who it is? And do you know what motivates them to buy. Find out the 5 female buying personas and a dozen word families you can use to create your emails, posts, blogs, titles and sales pages that (ethically) help your ideal customer say, YES!

It’s how I went from $0 to 6-figure months after gutting my fitness business life at 49. You’ve got this.

Questions we answer in this episode:

• Why this? What sent you into this business? What's your personal story? 
• How did The Lavender Lifestyle and TLL Fit come about? What's your backstory? 
• How long have you been in business?
• How is your business unique?
• What are you doing to set your business apart? 
• How has the pandemic treated you and what pivots did you make?
• Biggest learning moments you've had? 
• How's partnership working? Biggest points of conflict? Who's in charge of what? 
• Who handles accounting, promotions, campaigns, back end? 
• What are your goals for 2021 and beyond? 

Key in fitness business success stories generally all start by having a clear customer journey from getting to know you and buying from you, again and again. Once upon a time your first step for ideal customers was…

TLL Fit offers fitness challenges to kickstart healthy habits and also 1:1 fitness and nutrition coaching. How is your business different or what sets you apart?

And the last question I asked this fitness business success story is this:

What have you learned from being in business that you feel is helpful to share with other entrepreneurs?

Connect:

www.thelavenderlifestyle.com

Connect on social media:

https://www.instagram.com/the_lavender_lifestyle/

https://www.facebook.com/groups/TLLFitCommunity