Copywriting That Converts

Alrighty team, we've got a very special guest with us today. We've got Clint, he's gonna be running a training called Copywriting That Converts. He is actually, he's been a client of ours for a couple of months now and he's done very, very well in terms of growing his business. He went from zero to, I think it was about $6K consistently, maybe $8K. I can't remember exactly how much he got to. Um, in like 6 weeks. It's pretty, pretty wild to see the growth, and that was pretty much purely from paid ads. So it started from zero. He's not in a commercial gym, he is an MMA fighter himself, so he doesn't have the luxury that a lot of you guys have in terms of being able to get leads from on the gym floor or calling new members, etc., etc. He's got to get his own leads himself. So I've asked him to come along and do a presentation for us. He can obviously give you a bit more of a backstory, but he's also a copywriter as well. So I'm going to hand it over to him. And Clint, just request access so you can share the screen, and then we'll, we'll get stuck into it. Cool. There you go, my friend.

Happy days.

I'll keep an eye on the chat if there's any other questions that come through, by the way. Otherwise, you can keep an eye on the chat as well if you want. Up to you.

Yep, easy as, easy as. Let me figure out how to do this. Okay, can you see my screen?

Sure can, my friends.

Beautiful. All right, do I start? Go for it. Awesome. Hello everyone, my name's Clint. Um, as Matt just said, I'm part of PT Mastery. Been in for, I think, about 3 months now. Um, grew pretty quickly. Um, I think a big part of that was due to my background in copywriting. Um, before being a PT, I was a freelance copywriter. Um, I'll touch more on that in a sec, but, um, yeah, big part of how I grew so quickly was because of my copywriting skills. Hopefully I can give you some— give you guys some of that stuff to help you guys grow your own businesses. So without further ado, um, let's begin. How to print money in your PT business by writing simple words on a screen, even if you failed high school English and you hate writing. Um, there's no exaggeration there. Um, you don't need to be a English or writing expert to be able to write good copy. Um, you just need to know a few fundamentals and just the right frameworks to follow, which I'll be teaching you today. So why should you listen to me? What the hell makes me qualified to teach, teach you copywriting? As I said before, I was a freelance copywriter for 2 years before becoming a PT. Um, that means companies would pay me to write their copy. Basically, you write their ads, write their emails. And in those 2 years, I generated over $1 million in sales just with emails for a few e-commerce brands. But more importantly, as Matt said before, I scaled my own PT business from $0 to $8K a month in just shy of 2 months using Facebook ads and email marketing, which heavily depends on how well you can write copy. That's safe to say I know a thing or two about writing copywriting, writing copy. Um, as a disclaimer, as I said before, you don't need to be an expert copywriter to write good copy and get good results in your business. You just need to know a few fundamentals and a few frameworks to follow, um, to get good results. Okay, so what is copywriting exactly? In the simplest terms, copywriting is using the written word to convince someone to take an action. What that looks like in your PT business is writing Facebook ads where you're persuading someone to click the link, writing email newsletters where you're persuading someone to book a call or reply to the email, uh, writing Instagram captions to convince someone to comment a keyword or send you a DM. Writing Instagram stories to persuade someone to swipe up and reply. The end goal with any form of copy is to convince the reader to take an action. That's all it is. As you just saw, copywriting is everywhere in your business, whether you like it or not. So you might as well get good at it. Yeah? Okay. Why being able to write good copy is so important. When you can write really good copy, you can run ads more affordably, which is where the term printing money comes from. Um, it'll cost you less to get leads. You can get better quality leads if your copy targets the right people. You can get clients effectively for free if you have an email list because it costs almost nothing to send an email, and we'll touch on that later. Um, you can get more leads from your social media following. If you write the copy, if you write good copy in your captions and in your stories, and you can get more DM conversations started just from content. And the list goes on. So what you will learn today is Facebook ad copywriting, how to write Facebook ads that grabs your ideal client's attention and persuades them to take an action, for example, submitting their details on your ad. Email copywriting secrets. This is my bread and butter. I'll show you how to write emails that nurtures your leads, sells your offer, and fosters a stronger relationship between you and your current clients. There are 3 copywriting non-negotiables before we get into the nitty-gritty stuff. Um, these are 3 rules you generally should never break, um, if you're writing copy and if you want to give your copy the best chance of converting. Rule 1: Write at a 5th grade level. Might sound a bit silly, uh, that doesn't mean write like a 5th grader. It just means write your copy so that it's simple enough that a 5th grader can understand what you're talking about. Your copy needs to be crystal clear and easy to read, so no big fancy words that forces your reader to think. Um, that just adds friction and stops them from taking action, which is the end goal, right? You can use sites like the Hemingway Editor to check your copy's reading level. Um, it's free. So say you write an ad or an email and you're not sure if it's simple enough for people to understand, copy it, paste into the Hemingway Editor, and it'll tell you what reading level your copy is, and then you can make changes to bring it down. For the most part, you want to use short sentences when you write any form of copy. Nobody wants to read a paragraph or a wall of text. As soon as you see a wall of text, your brain goes, that takes effort, I don't want to do it. Once again, that adds friction, which gets in the way of the reader taking action. You want to stick to short lines that are skimmable and just easy to read. But you can sort of bend this rule in emails, and we'll touch on that later. You never want to make stuff up in your copy, so everything that you write has to be factually correct. You never want to make up results just because it sounds good. You don't want to exaggerate claims about your service or the results that you get for your clients because this can actually land you in serious legal trouble. Yeah, so never ever make stuff up. Okay, now on to the fun stuff, the exact steps to writing good ad copy. Step 1, know your ideal client. Sorry, is everyone following so far, or am I, am I going too fast? Give me a thumbs up.

It's good so far. Can I just ask a question? That, um, that other site that you were talking about on the last slide, is that, um, is that a free site, or is that like a paid subscription that you need for that?

I believe it's free. It's free, the Hemingway Editor. Um, and I guess you could probably use AI as well to check your, um, copy's reading level. Um, or if not, I'm sure there are a bunch of other free sites as well. Um, cool, cool.

Give us some feedback in the chat, team. Just drop a 1 in the chat if it's making sense so far. I think we'll get into the nitty-gritty now in a second, but give us some feedback in the chat. Nothing's come through. Is it not making sense? Oh no, just delete. Not just making sense, it's delete. There you go, good stuff, Clint. Everyone else, is everything making sense? Because we're probably going to get into more advanced stuff in a second, I'd imagine. Clint, I suppose.

Yeah.

Because the stuff we've already covered is probably more the, the theory part of it, I suppose. Yeah, cool. All making sense. Cool. Carry on.

Perfect. Okay, so before you write a single word of copy, you must know your ideal client or your ideal reader, the person who you're writing to. Yeah, so before you write anything, you need to know who you're writing to. You need to know their dreams, desires, pains, problems, frustrations, age and gender, occupation, everything they've tried in the past, internal dialogue, guilty pleasures, favorite color. Um, you need to know absolutely everything you can about your ideal client. The more you know about your ideal client, the more effective and persuasive your copy is going to be. Yeah. A good analogy is think about your copy as a sort of weapon or a gun, and the words that you use are like the information that you put in your copy is the ammunition. Okay, so if you make stuff up and you don't base your copy on any kind of information on your ideal reader, you're just going to be spraying and praying and hoping it lands and hits. Okay, the more accurate that information is the more, the better and more persuasive your copy is going to be. Um, yeah, step 2, writing the ad. This is where it starts to get even more fun. Uh, the best performing ads follow the AIDA framework. There are a bunch of frameworks out there, um, that could have included into this training, but AIDA is probably the most versatile and it works across every single niche, so it'll definitely work for personal trainers. So what AIDA stands for is attention, interest, desire, and action. Attention, how will you get your ideal client's attention? Interest, how will you get them interested? Desire, how will you make them actually want your offer? And action, what, how will you get your ideal client to take action? We'll start with attention, step 1, okay? How do you get someone's attention in an ad? Maybe post the answer in the chat or something. Anybody? Give you guys a sec.

In the chat, team, give us some feedback in the chat. The way you learn is you be interactive. Can you see the chat, Clint?

Yeah, I just opened it.

All right, cool. Yeah, a few things coming through now, so you can— yeah, by the way, if you want like an answer, just say, guys, put it in the chat so we can actually be interactive.

Yep, call them out, a hook. Perfect, exactly right. Call out who they are, who they are or what they do. Simple. Yeah, if you're in a crowd of people and you wanted to get the attention of every plumber, you'd say, hey plumbers. Simple. Yeah. Um, if you wanted to get the attention of a specific person, you'd call out their name, obviously. But when it comes to copywriting, it's, it's mass marketing. You, you're targeting a group. Um, some examples include, say you work with FIFO workers, attention FIFO workers. Say you work with busy moms. Hey, busy moms looking to lose weight. Or nurses. Are you a nurse looking— are you a nurse who has no time to meal prep? Say for whatever reason you work with lonely single guys. Attention lonely single guys. One of Matt's ones, uh, face-to-face PTs in commercial gyms. And this one's from my own ad, Adelaide locals. Um, so it doesn't necessarily need to be a specific type of person. Maybe you're targeting an area, because I don't— I train the general population. That's what I did, Adelaide locals, and it worked quite well for me. Now that you have their attention, let's get them interested. That's the I in AIDA. This is where you can start teasing your offer or service. But you don't want to go straight into pitching it, okay? Just touch on what you offer, then talk about some pain points and problems your ideal client may have. For them to be interested in your offer and service, they need to be made aware of their current pains and problems in their life, okay? So for those of you who have gone through the sales training, you'd know that for people to get into a buying mindset, they need to be emotional. And it's the same with copywriting. For them to take action, they need to be emotional. They need to get out of the logical part of their brain because that's when you take action. If there's a problem in their life, there's no need to buy from you, okay? There's no need for them to buy a program. So you need to bring their attention— that you need to bring their problems and pains to their attention. If you know who your ideal client is, this will be easy for you. What do your— what do your current clients complain about the most? What do they say during consultations? This kind of information is pure gold you can use to turbocharge your copy. So for me personally, um, I teach people Muay Thai one-on-one, and a lot of people came to me because their work schedules are hectic, um, and they wanted kind of training that suits their schedule, or class times weren't convenient for them. And another big one was they didn't want to train in front of other people. So of course I put that in my ad, and that's probably a big part as to why my ad works so well.

Hey Clint, can I just tell a story real quick?

Yeah, go for it.

So prime example, this literally happened to me last week. So I wanted to try MMA or jiu-jitsu. And I did a trial class on Tuesday and got choked out in all types of positions, which was fun. But after that experience, I then in my mind, I was like, fuck, I don't want to train in a group anymore because everyone else had been doing it for like 1, 2, 3 years and they were just choking me out left, right, and center. And I was like, this is not very fun. I don't know what I'm doing here. So I, I was just super clear on my, in my mind that I wanted one-on-one sessions. But the point that Clint is trying to make here is you need to be bringing up stuff in your ad copy about what your ideal client is thinking in their mind. So you've done a very good example on there, but I just wanted to share that because I literally went through that process literally, uh, on, uh, 2 days ago, and I was like, nah, I'm not doing group anymore, I'm doing one-on-one. Good stuff, keep going. Perfect.

Um, the next step, once you have their interest, start building desire around what you're offering or your service. So how to make them actually want what you're offering? This is where you start stirring emotions even more. So you talk about results, Um, talk about potential results you could promise them. Um, so, want to lose 8 to 12 kilos in 10 weeks, keep your social life, actually enjoy the process. Um, this is where you can start to look at addressing potential objections that they may have. Um, say they might think that, you know, losing all that weight means you can't go out for dinners anymore. So you would address it here by saying keeping your social life. Or maybe they think losing weight, uh, just involves starving yourself. So you'd address it by saying actually enjoying the process. Um, you can use social proof from your current clients. Um, use real names, get their permission first, of course. Real names, real results, screenshots, video testimonials as well. And yeah, as I said before, address objections that they may have to joining your program. Final step, action. So you got them interested, so you grab their attention, got them interested, they have desire for what you're offering. The next step is action. Okay, this is where a lot of ads will kind of drop the ball. They'll either have no clear call to action or they'll have too many. So as a, as a, as a hard rule, you only want to ask them to do one thing. If it's on a reel or something, get them to comment a keyword. If it's an ad, get them to click the link or send you a DM. You don't want to ask them to do both. If you ask them to do both, they're not going to do either. Okay, if you make— if you leave the decision up to them, they're going to choose to keep scrolling. That's just how the human brain is. To help them, to help push them over the edge to kind of actually take action, you can add a little bit of urgency. So you've only got a limited number of spots in your program for the month. Put that in. Or say you're running your— so like a sale for your offer or like a discount. For a limited time. Say your offer ends at a certain date, but don't fake it. Don't fake this, the urgency or the scarcity. Let's say you've put in that your offer ends Friday and then senior ad for like 3 Fridays in a row, then you lose trust with the market pretty quickly. Yeah. And it's the internet, so, you know, word spreads quick. So don't fake anything. Just be honest. If you don't have any urgency, that's fine. Better to be honest than to kind of fake it to, to make it, if that makes sense. Alright, let's put it all together. So I've used my own ad as an example here. So in the attention section, we're calling out Adelaide locals. Ever wanted to try Muay Thai, but their pain points. Work gets in the way. Class times are inconvenient. You don't want to train on others. Got their attention. I've got them thinking about their pains, um, and frustrations. Desire. Then I want you. I'm taking 10 new Muay Thai one-on-one clients for the low, low price of $20. Yep, that's a massive 75% discount. Okay, and the call to action. If you're ready to start a new hobby and crush your fitness goals this year, then tap on learn more. Okay, so it's pretty simple. Framework's pretty simple. You do not need to overcomplicate it. The ad's like 100-150 words and it works. Yeah, it doesn't need to be long or drawn out, just needs to be clear, to the point, and yeah, that's, that's the best kind of copy that works. All right, on to my favorite, the exact steps to writing good emails. This is my bread and butter. As I said at the start, as a little flex, I said I generated over $1 million in sales for my clients via email. Um, and I'm going to try and teach you guys how to do similar for your businesses. Here's why email is a gold mine for PTs. It costs almost nothing to send an email if you have an email database. To actually send an email out to everyone costs very little. You'll probably only have to pay the— for email marketing software, and that's it. And they charge you based on mostly based on how many subscribers you've got, and a lot of them will— are free for up to 1,000 subscribers. Um, and yeah, once you're on— once someone's on your list, you can reach, reach out to them almost for free. And the benefit of that is you're also not fighting against an algorithm. You're not fighting against Instagram's algorithm. You can't get shadow banned on email. There are other ways to get banned on email, but you can't get shadowbanned, um, and the email lands directly in your subscribers' inboxes and they get a notification, you know. Um, when you post a Reel, your followers don't get a notification unless you can— unless that's a thing now. Um, but with email they do, and it's higher intent, which means higher conversion rate. People who give you their email address willingly already trust you to a degree. Okay. And because of that, email converts 3 to 5 times better than social posts for most businesses. And you own your email list forever. Yeah. Your Instagram account can get banned. Your Facebook account can get hacked. Your email list, the list of subscribers that you have belongs to you forever. Your email list is a real business asset that nobody can take away from you. I know of some businesses, um, outside of PTs that run pretty much their entire business through email. Um, they don't run ads, they don't do any social media content. Um, it's all email. There are two main types of emails: nurture emails and sales emails. So with nurture emails, the goal here is to build a relationship with your subscribers. That's sharing a story, a tip, or an insight. So there's no hard selling. You're just delivering value and making them like and trust you. So in terms of how many emails to send, 1 to 4 per week is a good number. Now, you can play this by ear and just see how people are reacting to your emails. If you're getting a lot of people unsubscribing, I'd say dial it back or change your email content. Um, for a lot of my copywriting clients, we were doing 3 to 4 emails per week. Um, but it heavily depends on the type of content that you send out. If you're sending a lot of high-value content, you can get away with it. If you're sending sales emails constantly, maybe once per week is a better number. Is everyone following so far? Yes. Yes.

Drop in the chat, team.

Any questions? Any questions so far?

Are you gonna, are you gonna give us some examples of what nurture emails would look like?

I've got a storytelling email that I've included, one of my own storytelling emails in the later slides.

Yeah. Beautiful. Sweet. Yeah. I was just gonna say, just to give us some context of some examples, that would be— Yeah. For sure. For sure.

And just a heads up, it's gonna look— well, what have I done to the chat? Anyway, Yeah, storytelling emails look completely different to ads, and you'll, you'll see that in a sec. Uh, with sales emails, um, these are emails you send out if, say, you're running some sort of limited time, limited time offer. So you're doing a discount on the next X number of clients that you take on, um, and your direct focus is just promoting that offer. You want to keep those quite short and sharp. In terms of how you write those emails, it doesn't matter too much because the offer is gonna— what is what's gonna do the heavy lifting. And like I said, you would send that anytime you're running some sort of sale. Now the best email sequences uses both. You build trust first and then you sell to them. Okay. There's some helpful tips for writing emails. Always have some sort of call to action. Always ask the reader to do something at the end of your email, even in nurture emails or value emails. At least link your call booking link or whatever link to your product or service. You don't have to be pushy with it, but always include a CTA, you know, um, because after reading an email You never know, some— whatever you talk about in the email might just be enough to tip someone over the edge to finally buy from you. And if you don't have the link there, you'll lose them. Yeah, so as a rule, always include a link to book a call with you or something of that nature. Show some personality in your emails. It's a little bit different to ads, so you can crack jokes, you can be inappropriate, show the real you. You know, share personal stories with a bit of dramatic effect. Uh, emails— the relationship between you and your reader via email is a little more personal, yeah? So you can, you can have a bit more fun with it. Treat your email list as sacred. Never sell out your subscribers or scam them. Your email list can be very profitable if you respect it. Keep your emails short and sweet. Ideally keep it 300 words or less, maybe 200 if you're just starting out. If you're good at copywriting, then you can get away with a bit of a longer word count. You just have to play around with it. Okay, step 1, the subject line, arguably the most important part of email marketing. If nobody opens your emails, there's no point in even There's no— nothing else matters. Yeah, the subject line gets it opened. So you want to keep it short and sweet. Some examples: How Much Protein Is Too Much? When to Take a Rest Day? The Truth. Something that has a bit of curiosity, um, to it. Um, or it should make the reader feel like you've called them out. So if there's a common mistake that a lot of your clients are doing, talk about that in the emails. Um, you know, it's just like the intro section, um, with in, in the AIDA framework, you know, talk about pain point or, you know, just mention it with a bit of curiosity element. The only job of the subject line is just to get the email opened, so keep it short as well and avoid using kind of spammy or generic subject lines like newsletter June edition. If that popped up in your notifications, would you open it? I wouldn't. Or check out my new program, or exciting update. Nobody gets excited when they read that. Okay, step 2, the email body. The AIDA framework works in emails as well. So here was an email I drafted earlier. Okay. So attention, this is a subject line. Are you making this mistake every Monday? What mistake? Let me open this email to find out. Straight away you get into the, into the pain points. Yeah. They've opened the email and they need to satiate their curiosity. You start every week with the best intentions. Meal prep done, workouts planned. Water bottle ready. Then Wednesday hits and you're eating Maccas for dinner again. Sound familiar? That's not— that's not a discipline problem, it's a structure problem. And I've built the fix. Little, little seed of curiosity again. What's the fix? Desire. My client Jess dropped 7 kilos in 10 weeks while working nights after joining our one-on-one coaching program. We build it around your life, not some generic plan. And then the call to action. If you can't stick to a diet for longer than a few days, then this is perfect for you. So in the call to action, it's, it's always good to kind of reference the pain points that you mentioned at the start just to get them, just to dial up the emotion again. Yeah. And then you ask for the simple call to action. Reply to this email with ready and I'll send you the details. Only 4 spots left this month. Okay, and that's the entire email. Doesn't need to be long, doesn't need to be, um, complicated. All the wording is quite simple. Um, and yeah, now here is a good example of a nurture email. This email got me, I think, 2 or 3 booked calls, um, when my email list was minuscule. I think I had maybe 100 or 150 subscribers, which really isn't much in terms of email list size. And this email brought in a lot of booked calls. So the subject line was, 'Why you always have time to exercise.' And I opened the email with a conversation I had with a friend. Okay, so right away we're getting into sort of like a personal story. Now straight away, if you compare, if you have a look at your inbox, a lot of the emails in there are going to be quite promotional and very marketing and salesy. If you open an email and someone's talking about a combo they had with their friend, it's a little bit different. It's a little bit more disruptive. Yeah, I have zero time to train. You'd probably expect me to say that's a piss-poor excuse. So that's a bit of my personality coming through in the email. And you can say that. You can say whatever you want in emails to a degree. If people know you and you're comfortable putting yourself out there, let your personality shine through. You probably expect me to say that's a piss-poor excuse, but honestly, I can actually relate to him because even as a full-time personal trainer, even I sometimes struggle to find time to train myself. See, this is me relating to the problem that a lot of people have. Once again, building that connection with the reader. But what's funny is most people aren't actually short on time. Be honest, you probably spend at least 10 to 20 minutes a day scrolling on your phone, if not more. Calling them out a little bit. That's plenty of time to move your body. Maybe not for a full gym session, but you absolutely can get a quick workout without any fancy equipment. Push-ups, sit-ups, squats, lunges, burpees. I know it's not the sexiest workout problem— workout plan, but it's 1,000 times better than putting it off and never actually doing it. So this email was pure value, just giving advice, um, straight from the heart, calling them out a little bit, which You know, bit of tough love, but people appreciate that. Or letting your chaotic schedule stop you from pursuing your health and fitness goals. The fittest people don't wait for the perfect time to train, they make the time, even if it's just for 10 minutes a day. For me, I'm fortunate enough that I basically exercise all day for my job. Training people one-on-one is hard work, you know. So a little bit of humor there. Speaking of, this is where we get into the call to action. If you're someone who does want structure and accountability with your training, then my one-on-one Muay Thai coaching might be exactly what you're looking for. Your first session is just $20. Book your first one-on-one Muay Thai session here. Happy Sunday, Coach Clint. Okay, so whatever you— even in your value emails, whatever you're talking about, whatever the lesson is, find a way to link it back to your offer. Yeah, be a little bit creative, creative with it. Yeah, any thoughts so far? Leave a, leave a comment in the chat.

You're a genius.

Oh, thanks. How do you avoid the promotions tab? Um, good question. Good question. Um, with the way— how it used to be is you would just avoid certain keywords. Um, you would avoid like having all caps like FREE or SALE or stuff like that. But I think with the way Gmail and email providers work now is, in a nutshell, if people are spending a lot of time reading your emails they will put your emails in the main inbox. So to avoid the promotions tab, it's tricky, but just write emails people want to read and that'll get you a long way.

Okay.

Do you do all your copywriting yourself? I do use AI sometimes, um, if I feel stuck. Um, I use AI mostly for doing like a first draft Or if I'm proper like stumped for ideas, I'll go, hey Claude or ChatGPT, um, I want to send an email out to my list of Muay Thai PT leads. What are some— can you give me some ideas? Or something like that. Um, yeah. And I'll get it to write the draft. I'm usually never happy with the first draft, so I will go in and tweak it myself. I'll send it back to AI and go, what do you think of this? Claude's pretty good for writing. I used to use ChatGPT, but I've found ChatGPT to be quite robotic. And you can actually ask— if you go back and forth with Claude enough, you can actually get it to kind of learn your style of writing and learn your personality a bit.

Do you want to touch on how you built your email list and then I'll give my thoughts?

Okay, so I built for my PT business, I built my email list through just running ads. So all the leads just came through and were added to the email list. Um, and that was pretty much it. But there are 101 ways to do it. I believe you get probably better lead quality through building your email list with content, um, because people actually have to go in and actually, um, seek you out and kind of intentionally, uh, submit their details. Whereas with an ad, it's just submitting their details, but, and you have a disclaimer in there saying you're signing them up to email marketing, but it's kind of like a, with the way ads work with Instant Forms, it's like 2 taps, but almost anyone can join.

Yeah, yeah, my thoughts are similar. So easiest way would be have a lead magnet like you said, Brock. So ideally lead magnet, what we call like, um, even these days called like a micro lead magnet, which is targeting a super, super, super specific problem that someone has and solving that for them for free in that, in that offer. Uh, and you can generally get like, if you guys are selling, um, B2C, which is, uh, business to consumer, which is like fitness, um, you could get leads as like, you know, $3, $4, $5 to get someone on your email list. And you just nurture them through email. So that's probably your most cost-effective way to do it, through lead magnet. Otherwise, you can obviously do it through content, but as Clint said, they spe— like, it's going to take a little bit more effort in terms of time. Doesn't cost you anything, of course. So you can build your email list through organic posts as well with a call to action, say, hey, click this link to subscribe to my 'Newsletter,' or, 'Hey, if you guys want personal updates from me, subscribe here and I'll tell you what's going on more behind the scenes,' as an example. So both of them work, but obviously you want to get more out of it with a bigger, bigger list. So generally, like, lead magnets or paid ads are the way to do it. I am going to go into a deep dive next month, I think, on lead magnets for you guys if you want to learn more about that. So stay tuned for that one next month. Carry on.

Alrighty. Aha, now it's your time to write. We excited?

Go, let's go!

Yeah, I'm ready. You guys can write with a pen and paper or with your notes app, it's up to you. Um, just do this for 5 to 10 minutes. Um, you don't learn copywriting just by watching it. Writing it and actually getting feedback is the best way to learn. Yeah, so your task is to write one Facebook ad. I'm going to preface this by saying don't try to make it perfect. Um, your first draft never is. Um, I've been doing this for a couple years, getting paid to do this for a couple years, and my first draft is always never what the final cut is like. So just for this, just get it down, don't overthink it. Um, use the AIDA framework. So first, right now, write down who your ideal client is, um, and write down what their biggest pain point is as well.

Okay, love it. I'm gonna put 90 seconds on the clock, team. I want you to post your first draft. I'm going to do it as well. So choose your ideal client, put in their desire or interest— sorry, interest first. So call out your ideal client, then the interest, the desire, and then a call to action. And then Clint, as they come through, I'll get you to give some feedback.

Okay. Um, I'm gonna show just a little, uh, template just to help you guys. Uh, if you can don't copy the template word for word. Try to think a little bit. This is a very rough template as well, so be as creative as you want. But yeah. It's good to see everyone concentrating.

Almost done. Get your feedback in a sec.

All good.

That's a super basic one. Give me some feedback.

Hey, this Clint guy's doing all right. 50 leads for himself without any cold calls. Yeah, great, great. Some— yeah, nothing wrong there.

Um, yeah, give everyone, everyone else 30 more seconds. I literally just typed that out myself. There's no like second draft with that. Um, so just the whole key— I think the whole point of this exercise is just, just get it out there, get the first draft out there, even if it's messy, doesn't matter. You can obviously— you ideally want to do it at least 2 or 3 times to get the finished product, I think.

Absolutely.

Give you another example, actually. One that I'm looking to, to do, uh, as a new offer with the Zoom chat going. Ladies who want to— who want to sexy skinny, want to look sexy skinny. Yeah, I know what you mean though. So here's a good example. Ladies who want to get sexy skinny. What does that mean? What's sexy skinny mean? You probably need to dumb that down a little bit, Paris, to like a 5th grader level. In my opinion, you tell me if I'm wrong, Clint, but that's my opinion. Because I don't know what that means. Like, ladies might know what that means.

I would say, yeah, I would say try to use your ideal client's, their own language because, you know, different, different niches will have their own like little kind of ways that they say things. I'd say maybe something a little bit more tangible than sexy skinny. Maybe, I don't know, I'm not a lady, so maybe they want to fit in their favorite dress or something. So ladies who want to— yeah, something like that. Something a bit more tangible than just— but that, that might work as well. You never know until you actually run, run the ad or test it. And we'll, we'll touch on that later as well.

Anyone else got an example for us to look at? Those who want to feel sexy, confident, toned, and confident.

Yeah, yeah.

I would still argue, like, you could probably get a specific result. If you guys look at my one that I did in the example, I specifically called out face-to-face PTs in commercial gyms. Um, and I could probably be even more specific. I could say, if you're a face-to-face PT in a commercial gym and you're relying on the gym for leads, this is for you. See, that's like a very specific problem. Or I could even say, if you're a PT in a commercial gym and you're getting less than 50 leads a month, listen up. Did you see Owen's one?

Yes, I'm reading it now.

Oh, cool.

Yep, similar structure to Matt's. It follows, it follows AIDA framework. I'd say probably use more simple wording. If you're busy working all day with minimal time, even the word minimal, try and maybe say if you're, if you're busy working all day with 'No time to get fit.' And you can, if you've got a word that you're using, you're not quite sure what to replace it with, just Google synonyms for that word and just chop and change which variation works better. And that's what you can use AI for as well. So you go a step further. You could even upload this draft into AI and say, hey, can you rewrite this, um, at a 5th grade level? Um, that's probably the easiest way to do it. I'd say try and do it yourself first. You don't want to lean too much into AI, um, just because you want to be able— you want, you want to use your brain muscles sometimes. It's good for you. Um, anyone else? Anybody at all? Uh, Brock, not a bad, um, not a bad ad, I'd say. It is a bit wordy. It is a bit wordy. Generally as well, you don't want to start the same sentence or paragraph with the same word. You've gone 'if' and 'if' twice here. Um, just a little nitpick, but, um, repetitive stuff like that, um, just going into psychology, when we— when you see like stuff that starts the same way, your brain will kind of just think it's the same thing and like skim over it. Um, so maybe vary how you start the sentence. Probably shorter sentences as well. Um, it is a bit blocky. I'm not sure how this would show up on— you also— I didn't mention this in the presentation, but you want to optimize your copy for mobile view. So, um, say you write an ad in Google Docs on the computer, have a look at what the ad looks like on mobile because that's where 90% of people are going to see it. Okay, so it might look like a short sentence on, or a short couple lines on a computer, but it might be like 4 or 5 lines on a mobile.

Good advice. Well done, team. Um, we move on to the next stuff, Clint. We only got about 5 minutes left.

Yes, absolutely. Um, so How do you know if your copy is good or not? So it doesn't matter what I say, doesn't matter what, you know, the best copywriter in the world says about your copy. At the end of the day— well, hang on, we'll get to that in a second. So would your ideal client feel called out by line 1? If the hook doesn't speak to them specifically, they'll keep scrolling. Does your copy name a real specific pain, not a generic one? Want to lose weight is a little bit weak. 'Your favorite clothes don't fit you anymore' hits a little bit harder. Is there proof that doesn't feel fake? Real client names, real numbers, real timelines. Don't just say 'amazing results,' have specific stuff in there. Okay, is there one CTA and only one CTA? Can you read your copy out loud without scratching your head? If it sounds weird or choppy, rewrite until it sounds clear and concise. Does it create urgency without lying? 'Only 3 spots.' So having something like 'only 3 spots left' is fine if it's true. Okay, you might think you can get away with it, but, you know, I believe in karma and all that. So yeah, it'll come around. Fake scarcity destroys trust long-term with your market. And as I said before, at the end of the day, it doesn't matter what I say, what Matt— no disrespect to Matt Dart— but what anyone says about copy, whether we think it's good or not. Your niche and market decides how good your copy is. It's their opinion. It's only their opinion that matters. If they don't respond to your ad, if it doesn't resonate with them, or your email, then it doesn't matter how good your copy sounds. Good copy converts, bad copy doesn't. That's it at the end of the day. When I write my ad, my best performing ad, I didn't like. It was very kind of rushed, and I, I still don't like how it reads, but the market likes it, and it resonated with them, and I got, I got hella leads from it. So, you know, and if you do have a piece of copy that's performing quite well, don't change anything. Don't touch it. If it's working well, just leave it alone. Um, And yeah, so your next steps this week, um, spying your competitors' ads. If there's a PT out there that you know that's crushing it with ads, um, have a look at the— look them up on Meta Ads Library. It's completely free, um, and spy on their ads. If they've got an ad that's been running for a while, odds are it works quite well. Um, have a look at that ad copy, have a look at how they're writing it. Yeah, post one ad or post, uh, caption on your social media post, social media post using ADA. This is how you get better at writing ads or content. You test it live. Yeah, good copy does not exist in a vacuum. It has to be tested with the market. Um, if you got an email list, send an email out to your list. Don't just let it kind of collect dust. It's also a great way to practice email copywriting. And if your copy gets really good results, share it in school, share it with everyone. I've done it a couple times. I've shared ads that work, emails that worked. It will help kind of everyone grow together. And that's it, guys. That's, that's what I have to share. I can talk about this stuff all day, but I've tried to make it as specific for PTs and kind of give you the most bang for your buck for the hour. And I hope you guys learned a thing or two today.

Beautiful. Thank you, Clint. You're a superstar. In the chat, guys, just give us your one or two biggest takeaways from that presentation. And the biggest thing for me is it doesn't matter if I like it or if Clint likes it or whoever likes it. If your audience doesn't like it, then not going to work. Perfect. That's my biggest takeaway. So yeah, in the chat team, just want to know like what were your biggest takeaways, um, from that. It's also good feedback for us as well in terms of what resonated with you guys.

Yes, you should start.

Yeah, for sure. I think the biggest thing as well, right, a lot of people don't think about this, you know, for those who are a little bit older, like if you guys remember like MySpace and all that type of stuff, If you, if you only relied on MySpace to get leads, it doesn't exist anymore. You can't get rid of your email list. So Instagram and Facebook, you know, they're probably not gonna go away, but maybe they will. Maybe they will.

I don't think email's going away anytime soon unless, I don't know, apocalyptic happens.

Probably not in our lifetime, I don't think.

Yeah.

Good takeaway there, Brock. Good stuff.

Perfect.

This will be good for you for when you start ads. Awesome. Good stuff, team. Did anyone have any questions they want to ask Clint? We've got like a minute or so. Do you have any questions you want to ask him? He's obviously got a pretty big background in copywriting, so if you guys have questions, then speak now, forever hold your peace. Yep. Good takeaway, Aaron. Great stuff. Cool. No questions. All right. Sweet. All right, team. Chuck some love in the chat for Clint. He's taken some time out of his day to do this presentation for us. So make sure you say thanks to Clint for the awesome stuff. My pleasure. And yeah, yeah, really appreciate your time as well, Clint, and props to you for all the results that you've got as well. It's only just the beginning for you in the industry. So I'm super pumped to help you launch the next thing. Obviously, we've got to catch up now, I'm pretty sure. We'll jump, jump out of this, um, so I can upload the recording and then just jump back into the same. Um, cool team, enjoy the rest of your Friday, and I'll talk to you guys next week. Catch you later.