Watch Me Fix My Client's $37,000/Mo Fitness Agency Funnel

Hey there, it's Matt and we're going to do the second one of these, which is a review of one of my clients. Business. This is Armstrong and he's currently in a thousand X leads. So what do you do? I guess. And what is your revenue and who's your ideal customer?

Yeah, thanks Matt. So my name's Armstrong. I run a personal training agency in Melbourne. So we get trainers, clients and we've got six trainers and our ideal customer is executives age 35 to 55 and we're doing 37k per month.

Very nice. An Australian person. Okay, so how do you normally get these clients right now in terms of your lead generation?

Yeah, so Google Ads, SEO and local SEO mainly that's probably 80% of it. And then probably 20% would be like job coding websites and things like that. That's all the leads? Yeah.

So these job coding websites, what are they called? What's the name of one for example?

Yeah, yeah, One is called one, One flare and the other one is called Bark. Bark earlier.

Yeah, we have, we have Bark all over the world.

Yeah, yeah, yeah, yeah.

I don't know the other. Got it. So 10 to 20% and then what's the other one? What's from SEO and then what's from Google?

Yeah, so probably 90%. Yeah. So the, so the job quoting is 20% and then SEO, local SEO and SEO would be like 50% and then the other 30% would be Google Ads. 100%. Yeah, that's.

I don't think we'll go over your SEO because I don't think anybody would want to ever watch someone going over someone's SEO. But we'll go over mainly your result like search results, your Google and that kind of stuff and then your social media. Then we'll go over your landing page and some of your sales assets. Okay.

Yep.

So basically like you are in a thousand X leads with us and we've done this for about 550 different agencies. Like this is the funnel that more or less that we help people build. So right now we're doing paid ads with Google and we're going to take a look at a couple lead magnets and some email flows. We are going to brainstorm some of this stuff as well. And then he has his website, he has the testimonials, he has the case studies, he has the pre call flow and then he has his offers. Does that sound about right so far? Do you have a newsletter as well?

I have it set up, yeah. We're capturing the emails and I Have a email flow as well, which would be good to have a look at whether I'm selling people. Yeah.

So basically, like we're doing 37k with this much set up. Would you agree this is kind of accurate right now?

Yeah, yeah, it's pretty minimal. Yeah.

So, like when we get all of it set up, we're going to be doing way more. Yeah, it's just a guarantee here. So the first thing I like to do all the time is we're going to do two things. You're going to search your name and then your company's name. Okay.

Yeah.

We're going to treat it as kind of separately because if someone searches you, we want to see what comes up with them. I we search our company name, we want to see what comes up with them. Like, keep in mind that I'm not from his country. So the search results might be a bit different. Probably going to be better if someone from Australia searches. But it is what it is. Right. So if we search you first and foremost, like, one thing I would do here is I'm not sure if you have like armstronglazenbe.com or something, but I would definitely have a personal site in addition to your Instagram that just like tells you everything, has your offers, like that kind of stuff. Because of course the Instagram is good. And I always talk about, like, you have to be your own case study. If you're gonna be a fitness trainer, you better look like you do. Of course. Just like if you want to have a YouTube agency, you better have a YouTube channel. And if you want to sell a thousand x leads, you better be getting a thousand x leads yourself. Right. You better have this full funnel. So that's a very good, like right away. That's very good. In terms of. We are practicing what we preach here, but I would say we want to get, you know, this looks good. We probably want to get a YouTube channel in here. We probably want to get a Twitter, a TikTok and all that kind of stuff just to show up more. The more that we can kind of see in our search results, the better that, you know, more confidence people are going to have when, you know, reaching out or going to our site here. When you search your company name, like, same thing. I have a, you know, this is good, of course, is your company name fitness image.com au we really want to have more of our, you know, we have our LinkedIn company profile. We want to have a Twitter with our company name inside the thing, like I do. If you search a thousand X leads, for example, if you just never heard of anything. We have our site, our program, our Trustpilot reviews, our school, more Trustpilot, our webinar LinkedIn with my name in it there. Then you can kind of get the picture. We have our gumroad with my name in there. We have our YouTube with my name in it where we just saw it doesn't really matter like what it is, but we definitely want to stuff these search results with like just to be existing. Right. As opposed to like, I guess not existing or existing a little bit. So you could do a lot of that stuff right away, like Trustpilot, YouTube, LinkedIn company page, Twitter with your name in it, all that kind of stuff. So if people search fitness image Australia, more stuff pops up. Same thing with your Google reviews. I know he has them. Of course it's not going to show up for me because I'm just not in his location. But this is an excellent piece of social proof. Your Google reviews, in my view, should be prominently placed on your website. And we'll get to that in a sec. But anything else that we haven't seen of your, like, personal stuff so far besides your Facebook, your Instagram, your Google images, that kind of stuff?

Yeah, that's all I have, really. I don't post much because I'm just usually focused on Google Ads and SEO. Right. But it would be something. That's why we joined a thousand X leads really is to, you know, expand.

But when we have our Google Ads, like we want to be showing up and then all of our other stuff should show up too. It's going to be good. So we don't like our content on our stuff. If someone has done UT or done SEO and they've gone to our site and let's just say they're on our site now and you know, they're like, okay, they come to here, for example, like, we want to have a lot of content, especially reels these days because that's going to actually make a positive impact on our Google Ads in general. So, like, let's go to our website here. This is the main website. This is what people will see if they do SEO, right? Yeah. So I love this. I probably put something like seven days per week or something here or your business hours or whatever you'd like. I love the CTA at the top. I would definitely try to either embed your Google reviews here. I know it probably. Okay, I would definitely try to do this. Either clicks to Google Reviews, like Google Reviews link or something. Just because Google Reviews are going to be a lot more difficult to fake than just like, even if. Even if they are indeed the exact same thing, which I'm sure these are the exact same, right?

Yeah.

It just looks a lot better on Google than it does on your website. And a lot of people, even though it should be obvious, won't connect the two. I would also have this carousel on your right here, like right underneath this thing here. So I'd have it scrolling here and the headline or the head bureau image here because I like to open it up. Two things. Because on an iPhone you're gonna basically do like I usually say 390 times. 550 is like sweet spot of different iPhones. This is what you're gonna see. So basically what I would be doing here is this is fine. I would put like this and like maybe split it in half and then have some of these things up here because you want to see people to like do the desired results. Like inside the, like above the fold section here. If you're thinking about CRO and that kind of stuff, we want to see a before and after. Your industry is going to be very like visually before and after.

Okay.

I would also like probably put a badge in the corner of these like and try to say how many days this was. Like if this was indeed the 40 day, two days. I'm not sure. It's unclear to me is if I am like inside this. Like as someone who doesn't really give a shit about you, never heard of you before. Yeah, that kind of stuff.

Gotcha.

Some one thing that I think is awkward is like shedding 5kg in 42 days or will train you for free until you do. Yeah, you can keep it and I'm sure it's been, you know, like you've got to disappoint at that. But like it's kind of like when I see people say like our landing page will convert better than yours because I used to do that. Or we're gonna make you a new one till it does. Well, if it doesn't work, why would I like. Or we're gonna work for free until it does. Like why would I want you to work for free if the original one like didn't work type thing.

Yeah, yeah, yeah.

I think this will be a lot stronger if it's a money back guarantee with. You could make the criteria like relatively strict, to be honest. Like you don't just give it away and then you say like the. You can go like a best case, worst case guarantee. The best case scenario is, you know, 5kg off in 42 days. Or the worst case is you'll get all your money back. It's usually a very strong guarantee. And then I would also elaborate something on like number one, personal trainer, Melbourne. Like, you gotta. I would definitely add the like word because somewhere here, just like, if there's like the word because and then some even like random reason is going to perform like five times more as strong as just saying something. A thousand X leads is the best program or a thousand X leads is the best program. Because this is the system I use to scale to 900k in a year is a lot better. So I would do that right away. I would also have a VSL like right here. I'm sure you'll get to that eventually or sooner than later. I would also put this on one line and make it scrolling or shrink it a bit. Just minor things. This is obviously the great session here or section here. Like this is going to be very, very important. It's going to be even better if you can put the like how long it took because I don't think this is believable in 42 days. Unless she's done like the reverse before and after method where she got this as her before and then she ate a bunch of chips and like sucked out or whatever. And I put just the timeline to make it more believable. Yeah, let's keep going. This is great. But I'd have it all in one line that's unnecessarily deep, I would say personally.

Okay.

And then it'll just show and it'll look actually like you have more people just because it's going to keep scrolling. And I'd also put that much higher. You can, you can. Like based on my sero background, 70% of people aren't going to make it past the first two sections. So I had to count like 70% of people on the page aren't going to make it past this. And you could try that out yourself if you have a heat map software.

Well, I did and the reviews were one of the hottest section actually.

Yeah. So it's. If it's that hot, we got to put it up higher. I'd also put the link to Google reviews here and like, yeah, that kind of stuff. We gotta put the hot sections at the top. Cause realistically, everybody, everybody that you're gonna want at least knows what they have to do. They just want proof that you're gonna do it for them or help them do it. Like you're going after executives presumably smarter than the general population. Let's just say they know that they have to exercise and eat properly. You don't need to really explain how it works. They just want proof.

Right, right.

And then this probably put some pictures here just to break it up a little bit, especially on mobile. So like a picture, a picture and a picture. These are your trainers, right? I would definitely put a section here that says our trainers or something. Just gotta put it from the lowest common denominator of people who are gonna see this and don't really care about you. I like this. If you can do a picture here, like day one to 28, like, this is what to expect after this. And then number two, and then that kind of stuff might be good. And this stuff is all good, but it does belong down here. So that's very good. And then. Yes. So like, that is the homepage. This. I would definitely have like this. Much, much, much higher. And I would also have like. Is. Is that going to be a studio?

That one is. That one is. But we, we service most a lot of locations around Melbourne, so I find it difficult telling people that we can all do mobile training and that we have three different studios, you know.

Yeah, it is a tough one, to be honest, but it is confusing. So basically, like, if it is a physical location, you want to have three things. You want to have this map, you want to have a picture of what it looks like from the outside just to like reduce uncertainty. And then you got on a picture of like the front desk. And the first person you'll see is this person in future reference, if you. Because we want to reduce uncertainty as much as we can in this thing. Because a lot of, especially in anything like this, like a lot of people will want to be doing this like a year before they actually do, like take the leap. So like I own a third of a jiu jitsu gym in Canada. And if you like poll our members, which we did, it was something like 90% of them wanted to come in at least six months or 12, like six months or more before they actually ended up coming in. But they were just like nervous or whatever.

Right.

So we want to like review that. It's very important when we are doing anything like this kind of stuff related.

Right, Right.

So. And then this is good. So basically the context I have that you gave me is this is like for Google Ads, when you have different. Different locations. Right. So you have different headlines for that. That's perfect. The same, the same thing applies to all of these pages. I know, like you have it here. But we want to put at the top to recap. At the top, to recap, we want to put something like in my view, if we go back to that. Oops, wrong button. Upside. We want to put something like I put. I don't know if I put like Celebrity Trader, but I put like on Ninja Warrior.

Yeah, yeah. Because I think that's a really strong proof element that people literally spark up when they hear that. So how would I, how would I include that?

Just put like a, like I don't know, but just put something here. Armstrong is a celebrity celebrity. Armstrong was a ninja warrior or something that like hooks their interest right away. I'd probably put like maybe an edited version of this picture. Um, but I would definitely put that like people are going to like that's a very good thing for you. I put that right above the full.

Wow. Okay.

Our personal trainer, number one personal trainer in Melbourne was on Ninja Warrior or something like I don't know, you could. But you really want to put it, I'd say at the top here or in the headline just because like that's a very good proof and this is going to be the first impression. Then I would definitely do something with it before. Or shed 5kg on 42 days or you'll get a full refund, you know, instead of that. And you can make the refund a lot stricter because no one's going to want to train for free if you failed them the first time.

Right.

Google, like link externally to the Google reviews, make this a before and after. Even though that's a pretty good picture, I'm not going to lie. Make this like this on one line or make it smaller just to save space. And then bring those, bring these up a bit and have them scrolling if you can. Yeah, this is fine. But get definitely some of the views up here in scrolling. Just because we need to do heavy proof. Like we want to have at least three different forms of proof in the first three sections is what we could probably say. Also put your. I put call or text here if possible text you and then well, 24, 7 or in business, business hours. Like, like if you get them to text you. I think that might be a very even better option than claim 45 minute session. And then you could have WhatsApp automations using something called 2Chat. So I use to chat myself. I actually have a pin right here where you can have a bunch of different automations. Right. Just making sure.

So you mean text over WhatsApp, is that. Is that.

Yeah, and then you can set up a call, like text them over WhatsApp. And then you got their phone number, they can schedule a call with you. And then you can have like these flows so like the first time they like sent to you, you can like greet them and like have like, okay, check out this social proof or something. And then you can make it pretty complex over time. It's just something to think about.

That sounds like a good idea. I mean, local businesses have the inquire and call button all the time, you know.

Yeah. So the. I would maybe keep like, keep that for sure. But also like have something like text me here. Because it's just lower friction, a lot of people are busy type thing. So. Yes. So basically like your website is going to be your home base right here and you're going to run your ads to here. So we got to make it as easy as possible, hopefully to get them to text you. You have this chat here. But the WhatsApp is probably even better. People use WhatsApp a lot in Australia.

Yeah, I think so. Yeah, yeah.

Or you could do text whatever you'd like. So personal trainers, let's go to the other stuff on your site. So meet the team. Do these people actually like, like you're like renting these people out basically, right. And collecting.

Yeah, yeah, yeah, yeah.

I would probably try to get a video from each of these people if you can.

So that all text is SEO text. But I could, yeah. Have a profile page. Right, for the trainers.

Yes, exactly, exactly. Why hire a personal trainer? What a personal trainer session looks like? Maybe if you could film a training session, that would be good. Just say like these are six example training sessions. Because we're trying to reduce uncertainty more than anything and we do that by demo. We do that by incorporating as much proof as possible and that kind of stuff. So for our. This kind of stuff, we have a page for all of them.

Right.

Basically that's for just for your Google Ads type thing.

And SEO as well.

And SEO.

Because people, yeah, people. People always ask me, where are you?

Right, I understand.

So it's been a challenge to say that we service everyone.

Right. And then a boat like this section would be really good on your homepage too. That's a good pharma social proof. And then contacts. Yeah, we Definitely put the WhatsApp or text message option there. So what else should we go to? So basically we've gone over your website. We need a. So what we need to do, let's put it in green. We need a vsl. We can do that free video content as basically like the sessions that you're going to get. Here's a 45 minute session filmed or something.

Yep.

As well as like some intros from your trainers. Probably want to get those, turn those video or written testimonies into videos if you can. That would be very nice. You have your one time offer and your recurring service already. So what does your sales process look like?

Yeah, so they get put into a three email flow.

So they click here.

Yep.

Like this. They'd fill this out, right?

Yeah.

Okay, I'm going to do it.

And then they're going to go to a thank you page which is just forward. Yeah.

So we have a form here that always says it expires the next day.

Yeah. That's an automatic JavaScript element by the way.

Yep. So on this one, on this one like we want to make sure our sales process is the same. So if your ads like let's just say Your ad says 42 days. Like what does your Google Ad say?

Has quite a few headings but yeah, just as number one most popular one.

Okay, most popular. Number one personal trainer.

Number one personal trainer. And then get free session and then 42 day clean body reset. That's the three headings.

So that, so that's good. So that's on there. That's proper. Right where it was like clicking over here. But now we want to do. We want to put that here as well. Right still. And then we want to put step one like step two. There's no step one here. My opinion that's not clear. At least might be implied. But so we want to have those headlines again. So number one personal trainer. And then we want to maybe basically copy and paste this and whatever it turns out to be. Especially like the money back guarantee. And then say and then like the strong guarantee. Like there's a few strong guarantees. They're all gonna like a couple of them are gonna be too long to put there. But like the first one is like you will either lose 5 kilo or you'll get a full refund. You know both of these options are risk free. Like the only thing guaranteed not to help you is to do nothing. Like it's probably too long for there but the shorter one is like shorter one is like best case scenario is you lose 5kg in 42 days. Worst case scenario is you get all your money back. Would probably be shorter and easier.

Yeah.

And then if we do this like in my opinion it doesn't look strong that you have so much space here. It makes you look like you're not booked. I would always want to do this maximum seven calendar days in advance. And with your ads I would have a separate calendar that's two days in advance. Reason for that is past two days booking the no show rate just skyrockets. I don't know if you have a problem with no show rate or not, but skyrockets.

Yeah, yeah, I usually. So when I book in I usually call them within five minutes as long as they're not inquiring at 11pm Right.

Yeah. I'm definitely putting all this on this page though. So I'm just going to put test here. You can cancel it because we want to see the whole thing because we're just curious little people. Yeah, it's my real phone number. Don't call me, don't call me if you're watching this video either. And then definitely. Does this go to a thank you page?

No. So I don't think that.

Yeah, gotta have it go into a thank you page.

Maybe I should have calendar instead. Right.

We wanna. It can't redirect to a thank you page.

I don't think so. That one I could force it to.

Yeah, you gotta force it to. So you force it to like a page like this. So I'm building my own for a different offer right now. So we wanna put our headline there again. Number one personal trainer in Melbourne. You will do this guarantee again. Then we have a VSL welcoming them to you basically and then you have your biggest questions and answers. Then you have some case studies and that will stuff that they're gonna ask. Stuff that they're going to basically be wondering anyways. So were you really on Ninja Warrior? Yes. Like something else. Something else. Then you could put your Ninja Warrior clip here.

Yeah, that's pretty good.

Then what about the pre call flow? So what am I going to be bombarded with now that I did this? Let's describe it to me.

Yeah, so it's a three email flow. So you get a one initial email and that basically says thanks for, you know, thanks for signing up and you know you'll get a couple more emails and in fact they get lots of emails and then they get two more emails within the next. Sorry, three more emails within the next 60 minutes talking about the what, why and how of the problems that we solve. And then they'll get a 30 day email flow with one tip actionable point and then a call to action and a lead magnet.

Okay, I think we'll do it separately there because like when they book a call. So they booked a call. Let's just say here and it's two days, right. So two day max. So 24 to 48 hours with your ads and maybe more or less like in this time we want to get, give them 6 to 12 emails just in this time to like nurture them, get them to make sure they know like information like FAQs, case studies, like great tips, that kind of stuff.

Yeah.

Then we want to send them at least three times reminders. Do you send them that already?

They don't get any reminders by the way.

They don't get any. Oh my God. No wonder we're only at 37K. Yep. So three reminders, it doesn't really matter that much. But 24 hours before, four hours before, one hour before. Because you don't really need to do that much more if it's 28 to 48 hour there, you know, SMS plus email. Oh my God, I'm dying here. And then if you get serious lead volume, like probably don't have enough for it to even deliver right now. But retargeting ads like Google Display Network, YouTube, Facebook in between this period and then if they don't, if they don't do it like they don't basically have anything or like they don't buy, then we want to do our follow up flow, which I'm assuming we don't have reminders.

I have the 30 day email flow. So they get one.

This would be like a manual follow up flow. Oh a follow up flow after the sales call. Yeah.

Oh okay.

Okay, okay. So I'm just going to write some of this down. Thank you page like and this page isn't done but you can look at it. Recall flow 6 to 12 emails in 24 to 48 hours reminders. 24 hour, 4 hour, 1 hour via with SMS plus email. We also want to do retargeting ads between call booked plus the call taking place. We want to do a 24 or a follow up flow. So 3, 7:30. So basically I took this one from Alex Hermosi and we tried it with a couple of my like growth partner clients and it worked way better than whatever it was we were doing before, to be honest. So basically this method with Alex Hero right here, so he calls it the 3:30 or 3:7:30 method. So let's just copy and paste it and make it so basically so follow up. Like the problem is most businesses follow up one or two times based on what we're talking about here. I bet you don't follow up even one to two times, do you?

Oh no, I called them probably. I try to call them three times and then I then I think that I'm just spamming them after that.

No, that's not true. No, there's no such thing as spam.

Okay.

So for the first three days, email, follow up. So day one, number one, your best case study. So like just the biggest like someone lost, you know, or someone's famous or whatever. Something cool.

Yeah.

Like for me my best thing is like 963 million dollar like case study. Right. Some 498 to or 498 to 963 million is like the biggest difference I guess Dollars best client transformation. So mine would be 0 to 900k. Like biggest client transformation for you like 300 pounds to like 200 is a big one. Right. And then the third would be like your biggest fitness tip. Whatever. Next seven days, one touch every other day on your biggest objections. So how much time does this take? Do I have to restrict my diet? That kind of stuff. And then for 30 days after like two touches per week, Monday and Thursday, alternating case study slash review and industry insights. And he says think of it as a value sequence. So like this should be good stuff even if they don't buy type thing. So we're going to put that in there and then what did we else did we say that we need to do? We need a vsl.

Yep. That should be your formula or what do you reckon?

Vsl. Yeah, I can do it. My formula. But that's pretty much all we need to do right now.

Right.

We didn't really think of anything else. We want to put our WhatsApp there.

Yeah. So that header image should be replaced with the testimonials, the before and after photos. Is that what you're saying?

Yeah, with best before versus after photo. And the top, the very top, very top above the fold, above headline. Even above headline with your ninja warrior thing.

Right. And then when is the 42 day reset thing goes the headline is there three headlines then?

So like basically you could do it with like a black background or something to differentiate that.

It's like oh okay, yeah, yeah. Like a top of page. Yeah, I get what you're saying. Yeah, a top of page thing.

Some people call it an overline, some people call it a bar. I think most people will call it an overline if they're talking about it in strictly zero terms. What's that button? Call or text with with the phone number and then you. And then the Guarantee switched to like money back. Best case scenario equals lose 5 kili. Worst case, you know, get all your money back. Then that would be a lot stronger than whatever you're doing right now. So what else do we have here? So let's talk about, let's talk about how you're nurturing these people. So I know you're making these lead magnets, but so basically, yeah, let's just tell us the process. Like if you get a lead, what happens from start to finish?

I'll call them within like 5, 10 minutes. Like if I get a notification here, I'll be like, immediately, just stop what I'm doing.

You'll be pausing it right now and then calling them.

Yeah, yeah, yeah, yeah, yeah, I will.

Yeah, yeah, you should be doing.

Or I'll send them a text mid loom, you know, and so you're doing that.

And how long does that take? That takes a long time.

No, so if I get on the call with them and they can talk, then. Yeah, I might talk to them for 20 minutes and then they might sign up. Right, right then and there. And then I send them the link to our six week reset package and they buy it on our, on a private link on our website for 1299 and it goes through just a checkout and then they get automatic. I'm sure you'd be proud. But they'll get automatic onboarding to our app and everything's preloaded, everything's all SAP. Everything is. You can always get into the resources straight away. Like they get automatic login details, no manual effort. And they get like. Yeah, all the resources on the app already. Yeah. And you get messaging, nutrition training on the app.

Do something that like. Okay, do these five quick wins.

Yeah, yeah. So that's on the thank you page of the purchase and then, and then it says you'll get your login details. Yeah.

Makes me too excited. Okay.

Yeah.

So like how many people would you be calling a day? Like how many leads are you getting per day?

Well, sometimes, like I might get 1, 2, and then sometimes I get 4 and then sometimes I get zero. Depends on the week, you know, so.

So we need to get more.

Yeah, if I had three. Yeah. If I get three new, new clients per week, then I'd be on the run rate pretty good in terms of clients, but I might only need like nine inquiries a week, which is one a day. It's not actually that much. Like the conversion rate is pretty high. It's like 30% or something like that. Like people just sign up.

It's fine for now. It's fine for now. But eventually you're gonna wanna get someone to do that for you.

Yeah, oh sure, sure. I just need more, more leads basically.

But do you like, what is your connection rate with these people? Do they answer a lot?

Yep. Most of the time they'll answer the five minute call like straight away and then they'll be very surprised that I call them. And I'll say we don't mess around and I hope you don't either. And then I'll say that's a tough way to start a call. And then so I'm implying that, you know, I don't mess around so they better not either. It's a bit of a joke but. And then I just go straight into the sales call and then they're pretty happy with it. Um, and then because we have product market fit, because they like the fact that, you know, it's an upfront thing and we've got an app involved, nutrition as a guarantee, then generally they just buy it and if they don't, then sometimes they ghost me and then I have to keep calling them and sometimes I have a really good call with them. They say the price is all good and then I, and then I get off the call and I never hear from them again and I follow up like four times on call and text and then I never hear from them again. And that's happened probably three or four times when someone said, yeah, the price is all good, everything's all good. Happy to, happy to go through probably four or five times with, you know, someone that's interested.

Yeah, you probably might need an appointment setter because in my company we phone them six times a day for 30 days until like they say like never call us again or they buy like that's what we're going to get to eventually.

Jesus.

And that will get you two to three times as many clients just doing it like that. So you don't have enough leads? Probably now, but eventually that's what we are going to need to do. It's like some serious appointment setting stuff. So why don't we have enough leads? Do we just know how to increase the budget on our Google Ads? It's not working.

Yeah, increasing the budget on the Google Ads and trying to go after more keywords has proved pretty difficult because it spends money on keywords that doesn't convert as well. So we're trying to spend more money but then I don't know if the budget siphons off to those ones more. It's just a pretty difficult, it's not really a calculating beast, the Google Ads, you know.

So yeah, so basically content is going to be used as a conversion tool because you can't geofence your content, right. So it's not that reliable in local businesses. So that's kind of out to generate more leads, you know what I'm saying? Like if you post a YouTube video, it's not just going to show to people from Melbourne, Sydney, like so that's kind of out in a strict sense to just like generate more leads. So with executives as your niche, you can cold email them. Like they have publicly listed email addresses. So I would probably do that like skip, I don't know. There's probably going to be quite a few executives to be honest. So maybe even 30 cold email domains sending a total of a thousand per day, Monday to Friday and then just calling them if they respond like the same thing is going to be what we want to be doing in the short term. But if you can't scale your Google Ads, they're probably going to have to do Facebook ads.

So because there's only so many people searching. Personal trainer South Melbourne. Right. And then Google Ads will only show up a certain amount of time. Like I can't really change that to people searching for it like even if my search impression share is pretty high. So it's quite, it's, it's difficult to just take up. I'm probably the most impression share out of anyone that spends on Google Ads in Melbourne anyway. And the other keywords are very expensive as well. So it's tough because we only have a certain amount of suburbs as well. If it was all over Melbourne like every suburb, maybe we could do something a bit different. So that's, yeah, that's the lead flow.

We're going to need some Facebook ads. Like this sounds like you're only real solution is some Facebook ads, right. So we're gonna have to create ads that are appealing to our target audience. So like are you a Melbourne executive? Like lose 5kg in 42 days or you'll get a full refund. Then you could go through it, put your ninja warrior footage at the top as the hook.

But you.

Well, Facebook ads are standard to scale any fitness or local business. I think if you, if you've not done it yet, probably you should. And if you don't think it works, it definitely does. We filled our jiu jitsu gym, which is even more location specific than this with Facebook ads purely in like a month really. It's just you know, it's a different style of marketing. You're not capturing demand. You're basically going to have to convince them that they can do it themselves. Like realistically, who wouldn't want to be losing 5kg if I don't know in America, 70% of people are overweight or obese. Probably a little less than Australia.

Probably Australia is like 60%. Yeah.

But most people want to at least UK recently. I'm like, you guys are not like far behind United States like to be honest.

Yeah.

People always make fun of the fat Americans. Even in Canada where I'm from, like not really that far behind to be honest. So who's not gonna want to eat big letters in your own like executives at the top in like a bar. Like lose 5kg in 42 days. Then it cuts to like your ninja warrior thing with your voiceover and then you're just explain it. And then you know, you could either do DM ads which it could work or you could do schedule a call ads. DM ads might work very well for you I think just because the nature of the business most people prefer it like that way. But yeah, your next step has to be Facebook ads. Cause you're not going to be able to get an appointment setter or a closer or feel confident to reinvest more until we have more leads.

Yeah the thing is I have more money in the business account to spend as well. Like thousands of dollars that is unspent because I have.

You're going to pay that in tax if you don't. If you don't do 37k a month. We gotta reinvest this. Can't buy anything good with this money at this stage anyways. You got like if you're making 400amonth then we can take it up and buy stuff. We gotta get there.

What about. Because this can. The 42 day reset can be done online as well. You know you. I can do an online coaching version of it as well which is just cheaper. Half the price of the person. Personal training one. Right.

Is that more scalable to you?

Well yeah, I guess so I could just tell my trainers can you just coach this person online and, and you know I work out a price for them and I give them the client. I don't, I don't see how. And do it on the same app. Like I don't see how it's any different. Yeah because I do it currently with a few people but I have an.

Online personal trainer personally so I believe that it's going to work. For you. And then your entire frontline, your entire job is to stop calling people. Well, I can eventually stop calling people and then basically get a sales rep and then your entire thing is just to make new ads and then you get unlimited clients and then your onboarding's automated, your trainers will do it and then you can scale your business if you want to. How much would you charge for this?

Which one? I was thinking like $699 for the six week reset and then, and then something like a little bit less if you wanted to do it for 12 weeks or six months. So package deal, right.

Like so yeah, let's do the math here. Cause it's, it's going to be possible for you. So let me share my screen again because it's much more like math than like most people want to admit.

I currently charge people between 60 and 95 per week for week to week online coaching. And that's what people are currently paying. They only have three people doing it. Right. They pay between.

Is that what you try to get them to do or. No, no, I. Yeah, you default to the in person one though, right? Honestly?

Yeah, yeah, yeah, yeah, yeah, yeah, yeah. If they want to.

6.99 for a six week challenge, right?

Yep.

6.99 for a six Week challenge. Just throw a little bullet point action out here. You can see my screen of it. Like should I zoom in a little more? And now this is good.

I can see it. You could probably do one more bit.

6.99 for a week strong. Best case, best case, worst case guarantee money back conditions. So how many to do this? Like how many coaches, how many people could one coach do you.

A lot.

Like 20, 20 clients per coach.

Okay. As well as doing in person.

Yeah. Do you have, do you have an estimate of how many people would like upsell after this to like your main coaching?

I think that none of them would because they just want to do it, do that and they're in a different location. Possibly, you know, there's some reason why. And also the profit is actually more on online coaching than in person coaching. So I don't think I would want them to.

But like let's say like you they've successful like you could charge them a retainer to just keep going.

Yeah. Okay, so after that then yeah, I guess week to week is generally like the way people do it.

Should we say like 10 of people? Maybe like 10 of total people to account for the people who it all up. Well then the people who don't do it.

Most people do Continue though that's the thing.

What percentage?

Just I would say 60% of people.

Okay. Let's just say 30%. Continue. Just to play it safe with math at $100 per week.

Yeah.

So basically if we do this math then. So basically. And do you know how many weeks on average? Let's just.

Just 12 weeks.

12 weeks on average equals 1200.

Yep.

Right. Okay. So now we can get that math. 20 coaches each. So basically let's just say we can go to chat GPT. Hopefully we can do it like that. So here is my data and let's see if it doesn't fuck up. What would my 12 week LTV be? Six weeks plus the 12 continuing.

Let's.

It might fuck up, it might not. But that's just how it works here. So your LTV in the 12 weeks is going to be basically this much. And that looks like correct math to me. So basically. Oops. That really up there. That really messed up. Give me this in a copy and paste format. So basically, let's just see. So B. So your LTV is basically 1500 and or 1059 per client. And accounting. That's accounting for people who just did the check the checklist. Right. And then signed up. Right. And then one coach basically for 12 weeks they're going to be making you 21,180.

Yep.

Is like the cohort. And how much would you have to pay the coach here?

Not really that much. Like I could have seen this. 70% gross margin or 80%. 60 to 80% gross margin. 60, 70% maybe.

So 70% margin. So 21180 times 0.7.

I mean pretty confident that I can do that. Got it. Because there's a lot of value I'm providing the coach like in all fairness.

So let's take it. So let's take it. Now we have 1059 times 70% margin, right?

Yeah.

Equals 1059 times 0.7. Oops. 0.8 is $740. So like this is, this is our break even. Break even CPA for my Facebook ads. Right? You agree based on that math?

Yeah, yeah, yeah, of course, of course.

So basically if we get a, if we get a close rate and we're going to get a worse close rate in this, to be honest. Let's just say assume 20% close rate. Accounting for like you have a team member. This is cold traffic.

Right.

So that's one in five people. One in five people closing. If we get something like even a. This is not going to be that hard. Like we used to get $40 leads. Let's just say we get $60 leads now. We could even say lower $40 leads, basically. What are you getting with Google Ads right now?

Yeah, 50 to 50 to 50. Like it's $50 cost per lead on the good. On the good ads. Right. And then if I test other ones that don't work, then it's higher. It's like $85 on average. But a lot of campaigns.

$50 cost per lead.

And that's on Google.

So five equals. Yeah. And it'll be. If you get a good Facebook ad funnel, it's going to be better. So 250 costs per acquisition. So that's going to be close to.

It is. It is very accurate. That's very accurate.

So 741 in this case is your like gross net margin divided by 250 is 2.96 times ROI. Like if you could get these numbers like you would be scaling like infinitely.

Yeah, yeah.

So basically, so basically what has to happen? So like, so the, you know, metrics. So Normally like if 1 in 1 in 10 people, like 10% call booked rate of people who hit the landing page to get this number. So that's going to be 1 in 10 that we can handle a $5 cost per lead. Because $5 divided by 0.1 equals 20 or equals $50 cost per lead.

Right.

And you're closing. So like we don't have to even get crazy. Like we could really scale this pretty good if we wanted to. Like we need more leads. This is where we're probably going to have to get to.

So do you think Facebook ads is more scalable than Google Ads? I mean, because I'm only. There's only so many searches.

Like they don't even compare. Yeah, they don't. The scale doesn't even compare.

Okay.

Facebook is going to be a hundred x, maybe even more type thing.

Just really because it's. I've maxed it out. I've kind of maxed Google out a little bit.

And I have no doubt you did for like the little like space in those suburbs. Right?

Yeah. It's funny.

So yeah. And you could, you could still like make these like if you do local ads. Like localization is the most powerful thing that you can do in your ads and landing page in general outside of like some super specific stuff, but blanket across all businesses. Number one personal trainer, which is number one personal trainer. Melbourne is going to be like five times more effective, so.

Melbourne more effective.

Yeah, Melbourne's going to be Just because it's local. So you could have all those different landing pages and just basically shoot the same ad and then make the hook. Like, are you an executive in Melbourne? Are you an executive in Sydney, Are you an executive in Canberra? Or whatever it's called. Are you an executive in whatever?

So for each sub. Yeah.

You save the. Exactly. You have the same ad and then you just record yourself saying that for one to three seconds and then everything has their own landing pages. So you're going to get the same benefit of being a local personal trainer, but just online. And you're going to. Ads are going to perform like twice as good, trust me.

Right, perfect. So would I do the in person ads for Facebook and online ads? Because it's two different services at that stage, you know.

So the online's more scalable. Right. If you want to make a lot of money, you're probably gonna have to.

Be online, to be honest, because in person has, you know, logistical issues as well. I mean, I, I don't know, like there's heaps of big local businesses. I mean, there's $450 million of personal training a year in Australia, you know, like, I only need 1%. That's $45 million, you know, so. Still believe it.

4.5 million.

But yeah, all right, mate.

But yes. So you do you let them choose normally which one they want?

Yeah, yeah. I just don't like pushing people away for different options. Like, I don't want to say that we do only do mobile and then they just want to train at a studio because 50 of people want to train at a studio. 50, 50 mobile. Then we have an online option as well. And that's why I have.

Yeah. So don't make it specific to anything. And then you can let them choose.

Okay.

But yeah, like that's really what you want to do is let them choose. If that's going to be the case.

Right.

That's going to be a lot better to basically get them into it.

Right. And I think the competition is higher on online too. That's also another thing, you know, with in person it would. It's just like a total cleanup.

Yes. And then like in your ads, I would do something like just a ad to a landing page with a form, very simple, has your ninja warrior thing, has some proof. And then like the email flows and the SMS flows, try to get them to like do five things right away. Like weigh yourself every day, like send me a progress picture, like before they even buy from you, you know, I don't know Those like two things for sure. And like you'll find if you get them to do those things, they're going to much more likely to become a client. Because if someone for example has their work form system that we do in a thousand X leads, they have a metrics tracking, they have a project management tool, they have some checklists and they have an operations spreadsheet, they're like 90 times more likely to join my mastermind versus someone who has none of those things. Just when you look at call book to ratio. So it's like you gotta find those things with paid ads that like you just get them to do those things. And those two things are pretty important, right? Like weighing yourself every day by scale if they don't have one and then sending a progress pick. Like those are two activation points that in your ads they'll send them to you and that will make them so much more likely to. And then all of your, your ads are to like book a call, but all your email flows and your content is to like do those two things or if it turns out to be three things or four things and then that starts to get the ball rolling because that's what we're doing with our like lead magnets with our email flows. We're trying to get them to basically get some wins before ever paying for us. So that they just pay us because they see it works, right. As opposed to having to trust us. So I think that's your future. You're not gonna need these Facebook ads and they're very very, they're very, very easy. Like you don't even have to do a talking head one to be honest. Like you just put some footage of you training someone or working out as like background B roll and then you have some text on the screen. It was pretty good.

What about the lead magnet ads or landing pages? Do, do I need to be doing much of that or not really?

For this one I would do the challenge because you already have that like kind of takes the place of whatever you're doing, right? So with your Facebook ads, just do this seven week challenge in the ads burn five kilos and then your lead magnets can be sent to them in email flows and that kind of stuff. But you don't need to run ads to them though.

Gotcha. Okay.

Yes, this is your future. And then, and then like we ask ourselves, okay, what do I do every day? Okay, who can I hire or train to do this so I don't have to do that anymore. You get rid of everything over time. Could be slowly until it just becomes your only job is to make these ads really good and maybe close some people maybe hire more trainers. That is your job then.

And those ads, Facebook ads go to the land. Another, a separate landing page, but same sort of layout as what you just described. Right. Because of what it's proven to work. And you've just told me how to improve it. So it's just a slightly different.

I would definitely do an opt in form on that landing page as opposed to like book my call so you can capture their emails because they had never heard of you before. Like it's not like Google where they're searching it. Like you capture their name, their email and their phone number, then you can call them and nurture them a lot faster.

Right.

So like that form you have there is perfect. It just should be embedded on the page.

The page is simpler even, even for the, the normal Google. You mean for the Google Ads as well or just the Facebook ads?

Just the Facebook ads for sure. Because they're not even necessarily searching it. Like if you go to mine, something like not this one, something like this, like this could be, this photo could be replaced by your ninja warrior thing. You know, lose 5 kilos in 42 days or your money back done by the world famous ninja warrior trainer. And then as a form here, right. They fill out this form hypothetically.

And that's okay that I, I say it's by me but then I give it to one of my trainers as well.

Yeah, I think so. And then, and then now they're on the actual. I'm going to lose my mind here. Now they have like you have the same thing here. You have a video of you and now they book a call or DM you and then you have your actual offer stuff about the training. Then you have your case studies and that kind of stuff.

Good.

That's it? Just, just that simple.

Good, that's, that's a lot to work on.

It's a lot to work on. So you better get started.

Yeah, it's a big list.

Better end this call. Like we'll do one of these in like 6 months and we better be at 150k. Mrr.

Show people.

Oh my gosh. Show the people.

Show them how it is, how it works.

Exactly.

Let's do it. Thanks man. I appreciate it man. I appreciate your help. That was pretty mind blowing.

It should be good for today. So obviously join 1000x leads. Obviously, if you're Australian, hire him. And then that's it for today. So thanks for watching.