Welcome to the Maxed Out Podcast. Where we speak with amazing studio owners, marketers and ancillary services to discuss fitness, business, marketing, and mindset. With over six years of marketing experience, Maggie Benson has helped countless brick and mortar businesses dramatically increase revenues through strategic digital marketing. Now she’s combining her passion for health and marketing to help fitness studios around the world grow and prosper.
Hello, and good morning. Today I want to talk about something that we use in marketing, to craft ad copy mostly, but any form of copy. And by copywriting if you don’t know that term, that’s like the advertising words, we call it copywriting. Which is to understand how you make an impact on your prospect’s clients and customers. We call this the transformation.
When I as a viewer am going through say Facebook Feeds and an ad catches my eye. It is usually because it is solving a problem in my life. And I mentioned this in another episode, we as human beings are more inclined to run away from pain than towards comfort or pleasure. Just having to do with caveman days and how we evolved.
When we go to write ad copy, we want to, and crafting offers and all that kind of stuff, provide a solution to our prospect’s pain point. And when we’re writing ad copy, we are going to focus on the transformation, meaning where are they now? And where does my product or in my case, the product of my clients take them sooner than later?
We have a hard time focusing on long-term gain. That’s why, if you ever focus on or do any work on goal setting, Michael Hyatt’s, Your Best Year Ever, comes to mind. He says, “Break it down to…” First, he does a year and then he breaks it down into quarters and then he breaks it down per month and then he breaks it down per day or per week per day.
We have a very short-sighted vision. You don’t want to be like, “How is this going to transform my child’s life over the next 18 years?” That doesn’t work. You want to say, “How is this going to transform the child’s life in the next,” I say the child’s because of martial arts, “the child’s life in the next 30 days?” What does life look like for your members in the next 30 days?
To do this, we actually have a worksheet that we use in-house, what we call the transformation grid. That focuses on how does the product or service impact people’s lives. The first element of that is we want to say, “Okay, where are they before? What problems do they have before?” Like break this all out. “What problems do they have before? How did they feel before? How are their feelings, are they feeling frustrated?” That’s a common one for frustration. “Given up?” But maybe they’re experiencing anxiety or sadness. “What’s their average day look like?” So this is really, really vital for fitness studios because it’s a time commitment. So before, their average day… Probably let’s say their mother is fairly busy and then you’re asking them to commit more time to another venture in terms of fitness. Addressing how you make it easy for them from their average day perspective is really powerful.
Then we go into status. In some places, the status will be a strong motivator. For example, I’m doing some ads, an ad copy Money Pages right now for an Executive Yacht Club in Miami, in Fort Lauderdale, sorry. And that is very much a status. They are not just selling boat slips. They are promoting the culture and the experience and the luxury and the concierge part of it and it is all about status. We’re going to be pulling in those kinds of elements into our ad copy to really highlight because that’s where the avatar is, actually the motivator is. Their motivator will also be the proximity to the inter-coastal waterways, and that affects their average day, but the biggest motivator is their status.
And then there’s the final one that we look at is the greater good. So your prospect beforehand? This one applies much to fitness. So I’m just going to use a random example. The prospect beforehand usually wants to be part of something bigger. Some part of their community, solving a problem and everything like that.
There’s an organization out there called SheEO, it’s originated out of Toronto but they’re now global. And they help entrepreneurs create businesses by funding them to solve what they call the World’s To-Do List. And there are 10 items like world poverty and accessibility and everything like that. And they’re solving those bigger problems.
And so we’ll reference it as good versus evil but I don’t like that term. But the greater good ties into, does your service or your programs impact that? If something comes to mind from fitness studios as if you’re doing a Ride For Charity, like ride 2000 kilometers for spin classes and ride for charity. That taps into the greater good and that transformation.
Normally when it comes to fitness, we focus on the field. You feel lethargic, you feel sluggish, you feel that… Anybody who knows what I mean by that. You feel gross. And then afterward you feel energetic and excited and happy. Most of the time in the fitness realm, we focus on the field. But it is good for you to know the other levels of motivation.
This does tie into Maslow’s hierarchy of needs. And if you picked up on that, where we have to focus first on the physiological needs, safety needs, love, and belonging esteem and self-actualization. It is very synonymous to that in terms of how we write the ad copy.
What we do is we get out a piece of paper or in my case, I hate paper and I hate writing. But I tell you, of course, I use Google Docs. I get on a Google Doc and I start working my way through this. And saying, “Okay, how does this product transform the prospect’s lives?” Focusing on what they have, they feel average day status and the greater good. That then gives me the foundation when we go…
And I will be doing an episode on this on, Writing Facebook Ad Copy. On writing ad copy, I will go back to this and start pulling up questions. As a little preview, when you’re writing ad copy for Facebook, often the very first thing you write is a question. And you can’t use personal attributes. So you can’t say, “Are you tired of feeling… Are you exhausted?” You have to be a little bit more generic. But you can say things like, “Prior members came to us lethargic and dragging their feet.” You know little things like that, you kind of got to go third person. But that’s where I’ll pull it from, I’ll pull it from what we call the transformation grid. Hopefully, that makes sense and isn’t too overwhelming.
So do this, grab a Google Doc, grab a piece of paper, work through the five stages on how your programs have influenced and changed lives, specifically in the short-term? Because remember we can’t focus on the long-term. We’re not capable of it, our monkey brains aren’t built that way. And write them out because you can then reference that. When you start to listen to further episodes when I start to talk about ad copy. Now, reference back to this episode about pinpointing the transformation.
So if you have any questions about that, please let me know. Sometimes I wonder if I explain things well. You can always email me at firstname.lastname@example.org to ask me any questions and let me know if you need clarification.
In the next episode next week, we’re going to talk about your power offer, which is essentially how you can stand out from your competition. And we’re going to start to pull everything that I’ve been talking about up to now together, as we start talking about power offers and building your sales ecosystem and growth metrics and ads and all that kind of stuff.
We hope you enjoyed this week’s episode of Maxed Out. If you’d like more information on today’s episode, head over to our website at maxedoutpodcast.com or you can find us on Instagram, @health.wellness.marketing.