How to Hack Sales Funnels in the COVID Crisis With Mateo Lopez


Mike (00:02):

Oh wow! This door-mounted pull-up system’s going to make me shredded for summer. Yeah, buddy. Mateo. Have you got one of these things yet?

Mateo (00:09):

I don’t. I don’t have one. I have some dumbbells, but not a pull-up bar.

Mike (00:14):

You’re missing out. If I’m reading this ad correctly, I can get two of these things for 60% off, but only in the next 10 minutes. If so, if that’s correct, I’m getting you one and I’m going to send it over to Long Island. Is that cool?

Mateo (00:25):

You know what? Yeah, let’s do it. I like that urgency play there. It’s pretty good. 60% off, but only in the next 10 minutes? I think we gotta do it then. We gotta do it right now.

Mike (00:34):

I can’t not buy it. It’s going to be a little difficult getting it over the border to you from Canada to the US right now but we’ll figure it out because you need this product. Fitness ads on Facebook have changed and everyone is trying to figure out what works right now during the COVID crisis. In this episode of Two-Brain Radio, we review a host of real fitness ads and Mateo Lopez gives his thoughts. See what he thinks is working and how your business can stand out from the crowd right after this. Two-Brain Business has put together a page of essential COVID-19 resources for gym owners. On it, you’ll find the free gym-saving guide “How to Add Online Training in 24 Hours” as well as links to government loans and other critical info you need to navigate this crisis. Head to and click COVID 19 in the top menu. The page is updated regularly, so bookmark it and check back often. All right, this is Two-Brain Radio. I’m Mike Warkentin and today we’re scrolling through Facebook and discussing the many fitness ads we see there. What’s common now? What’s cool, what’s weak? Our resident expert on ads is Mateo Lopez. Mateo, are you ready to click the magic button and jump into some funnels?

Mateo (01:36):

I’m ready to learn more. I’m ready to opt in.

Mike (01:39):

All right, we’re going to start circling, doing a counterclockwise circle and we’re going to head down some funnels. The first question though, I know that you are running a lot of ads. You’re researching and we talked about this in previous shows. What is your current research and testing tell you if anything at present about the new landscape for fitness advertising on Facebook?

Mateo (01:56):

I think there’s a couple interesting things. One, I’ve always liked to use images versus video ads. There a lot of data that says video performs really well on Facebook and Instagram, but I have always found personally more success with images and it seems to carry over as well now into the COVID times. A lot of the gym owners we’re working with, they’re finding that still images are working better than some of the videos they’re trying to shoot. I have a couple ideas as to why that could be, but they’re still formulating. But yeah, I think that that was an interesting finding just like, Hey, my images still performed better than my videos even now. So that was something that I thought was was interesting.

Mike (02:41):

OK, so that’s a tip right away people can take.

Mateo (02:41):

And the other thing is, you know, lead ads lead ads is the native opt-in feature of the Facebook ads manager.

Mateo (02:55):

It basically allows you to collect contact information from the prospect by pulling that data from what’s in their Facebook profile without sending them to an external landing page or something like that to collect their info. Historically, those are cheaper than any other kind of, you know, ad that you run to a landing page because Facebook prefers that you keep their clients on the Facebook platform, right? So they prioritize those ads better. So I don’t love lead ads because they’re not always the best at giving you the most qualified leads. But if you are looking for an easy way to cut down some ad costs, lead ads tend to, you know, bring down those numbers by like 10 to 15% in some cases. And, so I have some lead ads running right now just to double check that that was still true and it is still true. I may switch back to my landing page in a little bit, but I am running that test right now. And if you are struggling with—you don’t have a lot of ad dollars available to, you might consider it. You might consider a lead ad.

Mike (03:58):

And the call to action on something like that is just going to be, is it click the button? Is it just give me your, how does it work?

Mateo (04:04):

I like learn more, but there’s a lot of options like sign up now and buy now and all sorts of goodies. But I like learn more.

Mike (04:13):

Yeah. As soon as that happens, does this person, they do not go to an external page, do they just get a Facebook pop up?

Mateo (04:19):

Yeah. So it’s your ad. And so if you are going to use a lead ad, I would try and go with some longer form ad copy on the ad itself because since they’re not going to a page to learn more or watch a video, you will need to give them all the information they need up front. So I would suggest making your ad really a little bit longer, including more sales copy in there, explaining everything that you want them to know upfront, because they’re not really going anywhere else to learn more information. So, do that. And then once they click the button, a little pop-up will appear. It’ll ask them to confirm like, Hey, this is your info. Right? And then they just click submit. And then there’s like a tiny little window that says, thanks for that. Talk to you soon. You can customize that as well, but, but what it says and where you want it to link to. But, that’s how a lead ad works.

Mike (05:12):

  1. So those are two things. Photos probably performing better than videos in your testing and lead ad has lower ad costs in the range of 10 to 15% right now. Correct?

Mateo (05:25):

For me. And for a few gyms that I’ve been talking to, for sure, I mean, like I said, historically lead ads are usually a bit cheaper. But the trade off there is, you know, they’re not going to a landing page. They’re not learning as much as they would about the program. So you might have some leads that aren’t as qualified. There is a trade off.

Mike (05:49):

Anything else from the data or should we move on to some of the stuff that we’re seeing online?

Mateo (05:55):

I’m excited to dig into this stuff.

Mike (05:58):

All right. So I know you have a collection of stuff. We both been scrolling through our Facebook accounts and seeing what’s served to us and now I’m going to be seeing these ads probably for the next 10 to 12 days, no matter where I go. Show me what you got. Let’s discuss what we’re seeing.

Mateo (06:11):

Yeah, so what I wanted to do was, you know, sometimes I’ll get into like, a rabbit hole. I’ll just keep clicking like, the transparency tab on a bunch of Facebook pages just to see what’s going on. And there’s a few people out there, not a few. There’s a lot of people out there, pre-COVID, before all this happened, for years who are like these gurus out there who I guess used to be personal trainers and used to own gyms and are like, Hey, like having clients in person is a pain, paying for rent is a pain. Are you a personal trainer? Wish you didn’t have to like go and pay 24 Hour Fitness a cut of your like personal training fees to train clients in? You should do it all online. What’s great about that is you get to keep all the money.

Mateo (07:02):

You don’t have to meet people in person at five in the morning. You also can travel and live wherever you want, like on a beach somewhere. It’s awesome. You want to learn how, click here and I’ll show you how I did this with 10 other people just like you who are now making six figures from their apartment coaching clients online. So these guys and people, and these ads have existed long, long before COVID. But I was intrigued because I was willing to bet that, Oh, these guys are probably going to get a lot more traffic, a little boost in page views and stuff and interaction with their ads because I bet everyone’s trying to pivot. And these are the guys who’ve been selling this knowledge for a while now. So that’s what kind of inspired me to say, Oh, well I wonder what they actually tell their clients to do.

Mateo (07:57):

Because I can’t imagine it’s anything like, well, I wasn’t sure. I was 50% sure that like, I was pretty confident there was nothing like mind-blowing or no, like secret rocket science method here. But then part of me was like, well, what if they do know? Like, what if they do have a secret? What if there is something that I’m totally missing here? Maybe I should spend $2,500 to take their course and find out. Like I was close and I mean, these guys are good at marketing. You know, their ads are good. So, I picked one and I tried to see if I could figure out what it is that they tell their clients to do, to sell online training, to move their clients online. All that good stuff.

Mike (08:47):

Stop you just for a second. So these guys basically hit the roulette, you know, they had their, all their chips on a, you know, 32 red or whatever, and the roulette wheel stops spinning, COVID crisis, everyone shut down. And these guys basically were holding what looked like the winning ticket to this whole thing. Right.

Mateo (09:03):

But that was my theory. Who knows if they actually capitalized on the opportunity. But yeah, I’m willing to bet their course sales, their mentorship or whatever they call it, business consulting sales probably increased significantly in the last two months. But, again, these are people who have existed forever. And that market, you know, is pretty big. There’s a lot more personal trainers than gym owners, you know what I mean? So, there’s a lot more people that they could potentially service. The ones who target personal trainers, the ones who target people who are like training people in their backyard or their garage. That’s their market. Right? It’s a little bit different than who we work with. You know, we work with gym owners.

Mike (09:46):

And it’s interesting though cause Chris Cooper had been onto this and you know, I think it was about a year ago or so, we started talking more and more about online training. Not as a move that you would maybe talk to a gym owner about making 100% because of a, you know, a pandemic and so forth. But we did start building a resources for that. So online training, hybrid programs, the flex program developed by Josh Grinnell up in Minnesota, that was all inTwo-Brain stuff where Chris was talking more and more about online training as a thing. And it was a way for gym owners to get a fourth revenue stream where we’ve got like personal training, group training, nutrition coaching, all done in person. And now you’ve got online coaching has potentially a fourth revenue stream and an option of course for personal trainers working in those gyms on the 4/9ths model.

Mike (10:30):

So when this whole thing hit, we actually had a course ready to go, which is now live that people can use. You know, this time they have to do it out of desperation. But some gym owners like Ashley Mak, who’s in our archives decided he’s going online completely. He’s not coming back to his physical space. Other people that we’ve talked to, other gym owners, have gone online and they’re gonna use it as a hybrid model. So when they’re allowed to reopen, they’re going to continue with some online training or they’re going to offer new services where they’re going to say, OK, you can train in person or online if it’s more convenient for you. So it’s becoming that, we had three legs on the stool. It’s almost the fourth leg now. So let’s get into this. I want to see what you’ve got here. Let’s see what these guys are talking about.

Mateo (11:11):

Yeah. So I picked one. This was one I’ve seen a lot before all this happened. And he puts out a lot of content and I think, you know, he puts out a lot of content. I’m not saying this stuff, I’m not making a judgment on whether it’s good or bad right now. It’s always up to you to decide, but it puts out a lot of content. You know, definitely stuff that, some of it I think totally makes sense. You know, most gurus out there are putting out content that, you know, it’s like, Hey, you should like, you know, remove yourself from the day to day and like run your business instead of working in your business. Like all this stuff. Lots people say all the time. So, puts out a lot of content.

Mateo (11:57):

So I was like, all right, well, let’s see what the offer is. We’re looking at one of his landing pages. And so what I’ll do is I’ll see, these pages typically are usually really long. There’s a lot of sales copy, a lot of images of like, this person made this amount of money in four weeks or whatever it is. And then you’ll usually find a bunch of testimonials on the bottom of these pages or littered throughout. So you’ll see a lot of testimonials of clients who have worked with this particular guru or this particular gym consulting company and it has changed their lives and made X amount of money, before they were making no money. And so with all these people that they, you know, post as client testimonials, you can then search for those people.

Mateo (12:52):

Right? So I’ll search for, you know, let’s say I scroll and I see a particular testimonials that I signed up 39, 38 people in a month. All right, so let me click on your Facebook page and see what you’re all about and see who you are. So, a side note. So, then I’ll click on that individual who gave the testimonial and then I’ll find their business, right? Cause it usually says in their bio CEO or owner of, you know, Bobby’s boot camp or whatever. Right? And then once you get to that page on Facebook, you can see what are the posts that they make, right? What do they say on their page? And if they’re running ads, you can use the pay transparency tab to see what ads are they running.

Mike (13:43):

So you’re going down the rabbit hole from the head vampire, right? Where you’ve got this guy who’s teaching all these people what to do. You’re following his acolytes to see what they’re actually doing. So you can kind of put together the system from that.

Mateo (13:54):

Exactly. The the thing I always think is fun is if you, this is a side note, but if you see someone who’s like, we’re the best at teaching you how to run ads, or you know, we’re the best at like there’s the traffic and funnels guys, I’m not even talking about the gym space. I’m just talking about, you know, just in general, there’s tons of people telling you how to use chatbots or how to use, you know, Facebook ads or Google ads. It’s always fun to like look at like the first three testimonials they have. And like when you look to those clients and none of them are running ads, it’s always interesting where it’s like, well, they’re so good at running ads, wouldn’t you think your clients would never stop running them? That’s not always true, obviously. Sometimes there’s people who are like, Oh, I made all the money I need to make. I don’t need ads anymore. I’m sure that happens. But that always makes me giggle a little bit. But I am digressing. So you click on one of these guys or one of these people I should say, who are saying, so-and-so helped me so much. I used to make no money. Now I make all the money. So you click it on their Facebook page. And then you click on their bio to see where they work. And then say CEO Bobby’s boot camp or whatever it is. And then you can click on that business’ page. And then from there you can click on that pages’ page transparency tab. And then you can see if they’re running ads. And so that’s what I did. I did that with like a five of this particular guru’s testimonial clients. And so I saw some of these ads and it was interesting that there was a lot of, there was a pattern. You could see that the offer that a lot of these people were offering was similar.

Mateo (15:46):

And so that leads me to believe, OK, well this must be the core tenet or the methodology that the group teaches. That makes sense? If you find someone on a particular guru’s testimonial page and they’re running ads and it’s different than the one before, OK, you might need to test a few more to find the pattern. Cause maybe they worked with this guru before. Now they work with a different guru and that guru told them to change up their tactics. So, you know, you have to, like I said, I was in the rabbit hole for a while. But yeah, I found an interesting pattern. So with this guru, here’s one of their clients, the ad copy here, it’s all, it looks like the niche is for busy ex athlete dads.

Mike (16:34):

You can see the term is like showing up all across—.

Mateo (16:38):

It’s everywhere on the ads. And so it’s like, OK, it’s not just dads, it’s dads who, you know, played sports in college or you know, who used to run marathons before they had kids or whatever.

Mike (16:48):

Went to state.

Mateo (16:48):

Yup, exactly. So that’s this person’s this person’s niche, is ex-athlete dads. And so that’s where all the copy is geared towards. You know, you are a dad. You’re not happy with your dad bod if you’re a busy dad. You know, I was a busy dad, right? That’s this person’s like, I was a busy dad. I have three daughters. It was not easy to balance, you know, work plus focus time. And then like spouse time and then kids time and then workout time. So, you know, these are appealing to those common problems that probably other people in this niche would have.

Mateo (17:34):

And you know, so that’s where all this, and it’s long.

Mike (17:38):

It’s very long. It’s like three scrolls here, guys.

Mateo (17:38):

And so if you’re someone like me, I was, you know, I had poor health, no fitness energy, no motivation X, Y, and Z. If you’re like this, you should check out this program. Here’s the offer. I can help you. Right? That’s kind of the end of it, right? You’ll learn how to get back to that awesome athletic build you had before. And not only that, you’ll have all these other benefits like focus and, you know, increased productivity and, you know, just overall better wellness. Right.

Mike (18:19):

What I’m seeing here Mateo is like, I’m seeing as you’re going through the copy or what I’m seeing is exactly that stuff. There’s benefits, they’re chucking benefits at you. They’re kind of knocking off some of the pain points for these people. And then one of the things that they’re playing up is like, you know, you’re not being selfish because you want to take care of yourself and take an hour to do this for yourself, get yourself back together and be a role model. So they’re really kind of, they’ve got their niche dialed in right, where they really want to hit this guy, you know, archetype heart.

Mateo (18:49):

Yeah. And I also want to be, I’m not necessarily knocking this, there’s a lot of stuff I’m gonna—exactly what you said. There’s some more stuff I really like here, but I also thought this part was funny. I’m looking for 15 ex-athlete dads who need to lose 20 to 30 pounds and destroy the Dad bod. I’ve heard that copy before because I use it all the time

Mateo (19:11):

And I’m not saying they stole it from me. I might have stole it from them. Who knows? Like who’s to say anymore. It’s just funny how you’ll see the same language everywhere. But yeah, I’m looking for it—my ad copy says I’m looking for a 10 local Philadelphia women to X, Y, and Z. So I think it’s pretty, that’s pretty funny.

Mike (19:34):

I’m not seeing any fire emojis, but I am seeing like some muscle.

Mateo (19:39):

There are definitely a lot of emojis on here. So that’s the niche. One ad here I think is pretty interesting is just a video testimonial from one of his clients. So all right, so that’s a general, so I guess things that I like about this copy is, like you said, it’s niche down. So we’re very specific, and we’re speaking to the pain points of that niche and we’re, you know, we’re highlighting the benefits of what, you know, we’re kind of future casting, talking about bright spots. You know, like you could feel like this again, you could get your energy back, you could, you know, be strong again or whatever it is. If you just want to learn more, click here. So what’s the offer? There’s a few different landing pages that this particular person is driving traffic to, but the main one is if you look at the landing page against the same headline, looking for 15 ex-athlete dads who want to shred 20, 30 pounds, it’s basically like, it asks you to opt in and there’s a few different ways he asks you.

Mateo (20:50):

One is he actually asks you. This landing page actually asks you to fill out a questionnaire to see if you qualify. Right? And I put that in quotation marks. If you can’t see me.

Mike (20:59):

Cause you’re going to qualify if you click that thing.

Mateo (21:01):

Exactly. And then at the end, he invites you to join. So congrats. You’re qualified. The next step is to book a call, right? So that’s one of the funnels. That’s an application form and then you know, drives you to book a sales call. Another one that I found was actually, he has another ad that goes straight to telling you that if you want to get started, take my five day challenge.

Mike (21:32):

Challenges are interesting right now.

Mateo (21:35):

Yeah. So take my five day challenge. You’ll start seeing results and you know, it’s basically like you want to destroy the dad bod, take this five day challenge and start seeing some awesome results. And really what this five day challenge is, is actually it’s very clever. It requires no fulfillment on his part because it’s all delivered to your inbox and every day it’s basically a link delivered to your inbox that opens a landing page and that landing page has a video and that video tells you the thing you should do that day. So the first one is like, you know, it’s just a bunch of self help talk, you know, talking about positive mindset stuff.

Mike (22:20):

Transformational behavior stuff.

Mateo (22:22):

Right. Habits. The day two is like own your time. I don’t know what he talks about there, but I’m assuming it’s something about like you got to prioritize what’s important to you.

Mike (22:30):

You need 30 minutes for yourself to be a role model for your children, right now.

Mateo (22:34):

Day three is fuel the machine. So right there it’s going to be probably a lot of nutrition stuff, but he’s also going to start to, I don’t want to say condition, but he’s starting to educate, right? The buyer and say like nutrition is the most important part. So later on, at the end of the five days when I try to sell you on a $900 nutrition coaching program, you already know how important that is because I talked about it in day three. You know what I’m saying? So day four, build the machine. So that’s going to be about fitness. And same thing. On day five when you get to the end of this thing and I’m gonna try and sell you on a a thousand dollar 12 week fitness program, you’ll already know why it’s important because, with all these assignments that you have for your five days of your challenge, yes, there’s educational content in there, but it’s also a way for him to just, he’s already starting the sales process.

Mike (23:29):

So these are like five increasingly larger breadcrumbs and tastier bread crumbs that are leading basically into a trap where he’s going to then talk to you once the door is closed for a bit.

Mateo (23:37):

Right. And the other thing too is like, you know, we call this a minimum viable product, right? So it’s like he’s probably going to, for people who pay attention and who do make it through the end, you probably will see some positive results, right? If you’ve never thought about like your protein intake and all of a sudden you like see day three and then you like eat some chicken for the next few days. And like don’t drink your beers.

Mateo (24:04):

Yeah, you probably will start to feel better. Right? So you’ve already gotten some positive results. Even if it’s one thing, even it’s something about like prioritizing your time where you meditate one time because of one of these videos, you’ve gotten a result. So you’re already you’ve established that trust and authority with the buyer. So at the end when you upsell them, you know, they’re much more likely to say, yes. Well I already feel better from the five days you told me. Imagine what it will be like 12 weeks from now of working with you.

Mike (24:32):

Yeah. So this is not at all a criticism of this particular funnel. It’s just, we’re just breaking it down and showing what it does. But in no way are we saying this is a, you know, a garbage product or anything like that. It may well work very well and they’ve given five, you know, five free things that you will get some results from. You’re absolutely right. If fuel the machine says, don’t eat so many chips, drink less beer, you’re probably going to feel better. And then eventually you’ve earned the right to then pitch your main product to these guys.

Mateo (24:56):

Exactly. And at each point, right, every day is a new lesson, right? But on each page for each new lesson, there’s a different call to action and it’s another end point where he’s asking you to communicate, right? One of these buttons leads to a chat bot on Facebook. The other one leads back to the calendar. Another one leads to just like the phone number, you know. So at each point he’s delivering another opportunity for you to book a sales call. And again, it’s all automated, right? This is all delivered, you know, through a drip sequence. So it’s an interesting funnel because it’s, you know, you’re putting someone in a challenge and you’re fulfilling on the service, but it’s all automated, requires no work.

Mike (25:40):

You build it once and you let this thing play out.

Mateo (25:42):

Exactly. Yep. So that’s what this person does. And I’m sure it, like you said, if it works well, and I mean he’s still running ads, so obviously he’s getting an ROI. Right. And again, like you said, we’re not saying this is bad or good or whatever. Either way, I’m just trying to present an option that I thought was pretty interesting.

Mike (26:05):

Well, it’s fascinating because he is delivering a challenge and he is talking about various things that are going to get results. And what we’re getting an idea of here is when gym owners and people are putting their ads together and the funnels together, an idea of what kind of works and what can go in there. So it’s definitely, it gives you some ideas of what’s out there.

Mateo (26:23):

And it’s a good offer for your ads, right? Take my free five day challenge.

Mike (26:27):

I can do that. It’s free and it’s five days.

Mateo (26:28):

Who wouldn’t opt in for that? It’s a great ad, and you’d get really cheap opt-ins for that. So that was one. So we were talking about this particular marketing guru. This is one of his success stories. His clients. What about another one?

Mike (26:43):

I’d love to see another one.

Mateo (26:44):

So then I found another one of his, we can call it acolytes. And these ads were for women. The niche here is, you know, is women and the copy here is like, yo did you know, one in three women suffer from slow metabolism? I used to be one. And again, you’re starting to hear the story from the perspective of the owner, right? It’s like I used to be just like you, I used to suffer from this problem. I used to struggle with weight loss. This is the reason why I didn’t know this for so long, but actually there’s all these things, that you’re probably not doing. Five habits, you could say, you want to know what those five things are, click here, it’s free. Here’s that magic five number again. Right? So this five step method, the other one was a five day challenge. This one’s a five step method, but you can see, right, that this is pretty similar.

Mike (27:47):

Yeah. It’s the niche is just slightly different, right? Where their talking about metabolic stuff, not dad bod.

Mateo (27:52):

The niche is different, but the offer is kind of the same, right? It’s this number. It’s this five thing.

Mike (27:57):

Similar emojis.

Mateo (27:58):

Yeah. And that’s why the ad copy is like you’re doing the authority play where it’s like, did you know about this problem? I bet you didn’t know there’s these solutions. I’ll talk about them. I’ll give you a sneak peek if you want to know more about the five things, click here. And for the one we saw before, it was the five day challenge where I’m gonna give you the five principles of being like getting rid of your dad bod, in this one, it’s going to be five. What is it? Five steps to build the body you love without restrictive diets. Right? So, very similar stuff. So again, so as I’m going through this rabbit hole, this is the pattern I’m starting to see is what is this guru teaching? It’s obviously the ads should be around this kind of giveaway of five some hings, right. At least that’s what it appears to me. I could be totally wrong. I could have found two, and that that was just a coincidence.

Mike (28:55):

It’s unlikely when you point this stuff out here, you start to see similarities very clearly. And guys, we’re not showing you obviously the stuff, but when we look at it, the wording and everything, the patterns, the way they’re laying things out. Very, very similar throughout.

Mateo (29:11):

Yeah. So the ads here, again, one in three women suffer from slow metabolism. Click here for your free guide on how to boost your metabolism. Free thing here. So if we click on it, it’s a landing page. This one’s got a video as well. It says the five step method to build a body that you love. Oh, this one actually has a longer webinar. This is a 60 minute live video training. This is a really long, it’s a really long webinar. Which is great. This person has a lot of testimonials. You can’t see it, but it’s a well-crafted page, but yeah. The sales copy here is trying to get you to watch the training or learn about the five things and, again, I’m sure if we were to opt in, to get the free training to learn about the five things, it’s going to be similar to what we saw before, which is many, you know, they’re going to indoctrinate us more, they’re gonna have more of an opportunity to sell us on this program. And I bet you it’s very expensive. If there’s a 60 minute training, that’s usually a giveaway that the thing is going to be really expensive. The longer the webinar, the more expensive the thing is going to be at the end. Right. You know, that’s like with most things in life, you know, think about the purchases you make normally. Usually the longer the process is to make that purchase, the more expensive it’s going to be. Right. And that’s what this guru, you know, I’m sure that’s the only way this works. I mean we can talk about how I think these people actually fulfill the expensive service later. But, we’re just talking about the front end stuff, the ads right here. Right. So yeah. Anyway, the next one I saw was this one. I’m looking for 150 dads who want to completely transform their lives.

Mike (31:18):

We’re back to dad transformations.

Mateo (31:18):

We’re back to dads and the branding though is a little bit different here. The other one was like ex-athlete dads. This one’s more focused on like brotherhood, like fraternity of like men who should come together to like go from zero to hero is kind of the style of this one a little bit more. I think this guy’s from New Zealand, so you know, there’s definitely probably some like throwing out the haka and doing some like bonding and male warrior shit that way, if that makes sense.

Mike (31:53):

And we’re losing kilograms, not pounds. We don’t even know what pounds are.

Mateo (31:55):

Right, exactly. And if you go to his page, oh, whoa, what do we see here? A five day challenge. There it is again, and it’s free. This one we can learn a little bit more about the delivery, but it’s similar, right?

Mateo (32:14):

If you sign up, you’re going to join a private Facebook page or a Facebook group. And again, that’s going to be a spot where you’re going to just be, you know, it’s another opportunity for them to sell you on, for him to give you information, give you value, and then sell you on the high ticket thing at the end. But yeah, if you opt in, in a few seconds, you’ll receive day one in your inbox. So it plays out almost exactly the same way as the first one we just looked at where you’re getting day one of the challenge delivered to your inbox. I didn’t opt into this one, but I’m assuming it’s going to look and feel very similar. Where day one’s like mindset. Day two is like getting your time. Day three is nutrition.

Mateo (32:55):

You know, et cetera. Right. We got a couple more here. I won’t get into it. I clicked on this next one. And again, these, all these examples are acolytes or client testimonies I got from this one guru we started with in the beginning. This one I clicked on because it was more specific to COVID. So this one was a live lockdown challenge, they’re calling it. This one’s 30 days, a complete 30 day start to you know, to losing anywhere from 75 to 150 pounds without a gym, without a gym. Within a year without a gym.

Mike (33:32):

That’s a big promise.

Mateo (33:32):

Right? Yeah. So this one is for people in the African American community cause that seems to be the niche in this one.

Mike (33:44):

And it’s actually targeting them. It’s actually, sorry to interrupt, but it’s actually using coronavirus stuff to target saying that this is a risk group. So this is using some of the stuff that’s in the media to start getting some urgency in there.

Mateo (33:57):

Exactly. That’s why I clicked on this one cause I thought that was an interesting take that I hadn’t seen yet. And this one I also clicked on because he’s actually asking for money upfront. Normally, you know, this program, normally this program is X, Y, and Z. Oh, my normal 30 day program is $200, but I’ve decided to do something special. If you’re reading this, then the deal is still available. Oh, OK. So no, we don’t know if he’s asking for money. He says, normally it costs this much, but I’ve got this deal. You should just click to learn more what the deal is. So, yeah, I’m not sure, but I thought this part was interesting too. He lays out a little bit about the delivery. So it’s a 30-day live lockdown program. So you’re going to get nutrition, motivational stuff. You’re going to get all the workouts, zero equipment required. You’re going to get access to an app and you’re going to get some live motivation coaching. That I bet is just like a Zoom call once a week with someone right. With a group, right. A support community that’s going to be a Facebook group of some kind and then one-on-one message of support. So there’s a lot of stuff here.

Mateo (35:22):

If you’re ready, you get a free 60 minute private consultation. That’s actually secret code for a 60 minute sales interview after you complete the 30 days to sell you into the longer term program. At least that’s what I suspect. I don’t want to be too cynical, but if I were a betting man, that’s probably what that is. So yeah, I thought this one was interesting. We’ll do one more cause I know I feel like I’m beating a dead horse, but.

Mike (35:47):

No, no. This is cool because if people are listening, what you are listening for here is some of the ways that people are getting viewers to click on stuff. Some of the offers they’re presenting some of the things that they’re doing to create urgency, some of the things they’re doing to target their niche. So when you’re listening to this stuff, we’re not sitting here criticizing funnels. What we’re doing is we’re looking at, and again, if these things are up, they’re probably working to some degree. So we’re looking at how these guys are trying to create an offer and eventually get some money out of it and get this person to sign up.

Mateo (36:16):

Yeah. You know it’s working, because if the ad has been around for a minute, like if that person is like, it means they’re seeing ROI on it. So this last one was again, another one about this one was mums now, super mums, elite mums with a U.

Mike (36:35):

And that’s gotta be European or a New Zealand or something.

Mateo (36:38):

Or South Africa. But for this one, now the niche is moms, right? Moms who want to get fit, who want to become a super mom. So if you click on any of this person’s material, the landing page, what is it? It’s a free five day self-love challenge.

Mike (37:00):

Maybe potentially not phrased the best.

Mateo (37:04):

I’m sorry. No, I’m just laughing cause of the five day thing, that’s the only reason why I’m laughing. I’m not knocking it either.

Mike (37:14):

No, if it works, it works.

Mateo (37:16):

If you looked at 40 of the Two-Brain clients I’ve worked with, you see they’re all running six week challenge ads of some kind. So it’s not like, you know, I’m not saying this is bad, I’m just, you know, you got to laugh at the little things, right.

Mike (37:29):

Find some humor in it and show yourself some self love.

Mateo (37:33):

Exactly. So again, I didn’t opt into this one, but my point here was free five day of self love challenge. The one before was a get rid of your dad bod a challenge. The one after that was you know, um, five habits, five steps for increasing metabolism. So it’s this five thing. So all that being said is it became pretty clear to me at least based off of that sampling size of this guru’s testimonial group, it seems like this person teaches his clients to do some kind of free five-day challenge that is delivered via email or through some kind of automation sequence that once it’s built out one time requires no more continual labor and upkeep from the business owner, from the gym owner, from the personal trainer. Right? So from there, right, they’re using that as the lead magnet, right.

Mateo (38:35):

Instead of a free ebook, instead of a free six week challenge instead of a whatever it is, this person found success with a free five day thing and that’s the thing that he just is rolling with. Right? And so it’s a free five day thing or something. A really low barrier offer, like a 30 day challenge for like $5 or whatever it is. Something really low barrier. That’s the thing that he teaches his clients to advertise to get leads. Once you get the leads, what’s cool about the five day challenge is like you have, if someone goes through that entire sequence, they’re really warm, right? Most people won’t make it through, but that’s OK. On day one, you’re still asking them to book the sales call. On day two, if you only make it to day two, you’re asking again to book a sales call or you want to learn more about this topic we just spent five minutes discussing on video? Book a sales call, right? Or, day three, the sales call is not working. Join the Facebook group, right? It’s all these call to actions are happening throughout, the free thing, right? And then from there, I’m assuming at the end of the free five day thing, or you know, in the middle or wherever it is, you’re getting on a sales call with someone, and my bet is that’s where you’re going to sell some really high tier high ticket, you know, virtual coaching package, you know, some like 12 weeks for three grand or something like that. And you’re probably not going to get a ton of people to that point. But those who do, again, if you get someone to sit through five of your videos for five days in a row, there’s a pretty high chance they’re going to buy that $3,000 package from you.

Mateo (40:19):

So that’s the system. And if you’re all online, right, if you don’t have rent, this probably works for the personal trainers he works with because your op costs are really low. You can divert all of your money to marketing and advertising. You can pump as many people as you possibly can into that free five day challenge ad because you don’t have to pay rent. If you do pay staff, it’s probably, you know, one dude for every 10 of your clients. You know what I mean? That checks in with them once a week. So you’re paying them like an hourly rate to do that. You know, accountability, phone call, you know, I’m speculating now, I’m guessing, but I’m guessing that’s how it works. Right? And so that’s why this system, I believe, probably does see a fair amount of success. Because again, if you don’t have rent, if you don’t have insurance, if you don’t have staff that you need to pay, then most of your money can go to ads and you only need to sell, you know, one out of every, I’m making it up, 50 people on that $3,000 package to start making some serious cash. You know, you can probably get a hundred leads for a thousand dollars if you’re selling a $2,000 product. You see where I’m going with that?

Mike (41:34):

Yeah, and it’s funny because you know, I will make an assumption here that I don’t know about these individual programs, but I’m gonna assume that they’re not, this is not like online or they’re like a Zoom call where they’re doing leading someone through personal training. They’re probably assigning workouts, installing some accountability messaging, maybe a Zoom call consultation once a week or a month or something. Who knows? But it’s not like they’re sitting there for one hour coaching this person most likely.

Mateo (41:56):

Right, exactly right. I don’t know what the actual expensive product is that they’re being sold on at the end. But if I were to guess, you’re right. If I were to guess, it’s probably very similar to that five day challenge. It’s just more videos, more modules and then just more workouts and nutrition advice with the occasional, you know, one-on-one text or personalized email checking or Zoom phone call for accountability.

Mateo (42:27):

Not for like, I’m gonna watch you do your workouts now in your garage or whatever it is.

Mike (42:32):

And what Chris Cooper has said now he’s talked to some excellent online coaches, I believe the numbers were six or seven minutes per client per day was kind of like when you’re starting out was the standard. After that, when you get good at things and you have some systems and operations, you know how to like find efficiencies. I believe the number, and I think Brain Overstreet in Two-Brain archives was the guy who said it was down to like two, three minutes, four minutes, something like that. So you’ve got these high ticket items, but you’ve got all this prebuilt stuff and you can install these touch points that can be, you know, there’s efficiencies to be found there as well. That’s probably looking at a very big margin that then can be divided up and pumped some of that back in advertising costs.

Mateo (43:09):

Exactly. And then you can diffuse it. You can spread that out even more if you have a Facebook group for your warriors or your dad bod, you know, warrior guys or whatever. And there’s just someone you have to pay just to manage that group and then you can, you know, cut down costs even more there. Right. I’m not saying that’s good or bad, I’m just saying that’s, that’s another way in which you can, you know, provide feedback to the group, but you’re cutting down cost because you’re not doing the one on one time. Right. So, that’s just one of the people that I looked into. And I wanted to share all of that again to say, not that you have to do it this way or you shouldn’t do it this way, but just to one, show the what is out there.

Mateo (43:57):

And two, it would be like, yo, I don’t think this stuff is a mystery. Right? You could have easily done what I did and reverse engineered what the offers were that this guru’s clients were being told to do, right?

Mike (44:09):

There’s nothing there on those pages that our Two-Brain gyms couldn’t offer, easily.

Mateo (44:14):

Or also if you just wanted to find this yourself, right? This wasn’t like a secret. This wasn’t like—and I think the overarching message that I wanted to give is like, it’s not, you know, the ads. Like it’s not about that.

Mateo (44:32):

You can see that, you know, I could do this one tomorrow, this five free five step thing. It’s more about, you know, once you get these people in the door, is your service awesome? Can you retain them? And then, you know, that’s the key, right? Can you sell? Can you sell the people and then can you retain them and continue to sell them every month? You know, when they’re up for renewal, that’s the message. You know, it’s the ads are not hard to reverse engineer. It’s not hard to see what this person is teaching their clients. It’s not hard to see what I’m telling my clients to do. I put out a free marketing course, like it’s not hard to see what is going on with the ads, right? Or what the offer, right? I think what’s most important is can you back up what you say, right? Can you fulfill and offer your clients amazing results consistently?

Mike (45:30):

And that’s where like Two-Brain Coaching comes in where we’re teaching people how to be amazing coaches who are not just technical experts on squat mechanics and sarcomeres, but we’re talking about motivation, behavioral change, things like that. We’re also talking about retention systems and making sure your clients are engaged and happy. We’re talking about affinity marketing where you have a satisfied client, you want to find his or her friends and family and coworkers and colleagues and we’re talking about building trust and relationships essentially, not with 20,000 people but with the small number that you need to float your business. And again, we teach you all of that in the Two-Brain program. Mateo, the free marketing course that you are talking about that you did, where is that? Where can people get that?

Mateo (46:07):

I think that’s in the free tools now.

Mike (46:09):, go to the free tools, you will see Mateo’s smiling face and you can find out his secret sauce and figure out how that works. And in that course, Mateo, you’re going to give all your stuff away. But your overarching message is, not that you know, you need to hammer out a bunch of ads. It’s what?

Mateo (46:23):

It’s what’s inside that counts, Mike.

Mike (46:25):

And it sounds cheesy, but we’re building relationships here in the fitness industry, right? And we’re talking about fulfilling on these promises. The ads are just there to, you know, create the structure. And the funnels get people going, but what we’re really doing is once we get a chance to talk to these people, we want to build honest, long-term relationships that get huge results for these people and are actually life changing without hyperbole.

Mateo (46:45):

Can you actually help them? Help first. Just help them. That’s all it is.

Mike (46:49):

I think our gyms can. Guys, take a look at the stuff that other people are doing around you and figure out how you can learn from that and then apply it to your own processes because we know you have amazing programs, diet, nutrition, exercise, all the stuff that can help people, whether it’s the COVID crisis or not.

Mike (47:05):

Learn from that stuff and then find a way to personalize it for yourself and Mateo, as always, can help you. Thank you for listening Two-Brain Radio. I’m Mike Warkentin with digital marketing expert Mateo Lopez. Two-Brain Business is in contact with gyms all over the world as they reopen. On our blog, Chris Cooper’s collecting best practices and telling you how to avoid mistakes when you reopen your facility. To get all the info you need right now during the corona crisis, visit and click blog the top menu, Thanks for tuning into Two-Brain Radio. Please subscribe for more episodes.

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