Blake Beus  0:00  messaging 2.0. So last week, we talked about messaging. And we gave a lot of different ideas concepts on on messaging. And I know a lot of people think messaging. It's boring talk, right like to talk to me about algorithms or, or targeting or stuff like that. But as we've mentioned, many times messaging is becoming more and more, it's more important, always been important. Yes. But with changes in data collection and privacy rules, which are only going to get more restrictive things like targeting and that are going to become less effective. Yep. And so messaging, which I feel like we're seeing this all the time is becoming more and more and more important to you. So you wanted to follow up on on on what we talked about last week, with some tests and things you've run this week? And give us kind of a rundown on what you're seeing with messaging.

Greg Marshall  0:53  Yeah, so one thing, and the reason why we're harping so much on messaging, if we could sell you on messaging is king, you will actually be able to control your, your success, right in the future when it comes to your business. Because this is the one lever that if you pull it will give you the greatest return. Alright, so what I want to talk about as a client as a direct test, so $1,000, the offer really didn't change much. The targeting didn't change much. And they spent $1,000. Got no leads.

Blake Beus  1:27  Yeah. And so they brought you on to kind of be like, this isn't work. Yeah, like we spent 1000 bucks got zero leads. When you told me this, the first thing I was like I asked was, what was their lead form broken? Oh, that's

Greg Marshall  1:39  exactly what I thought I couldn't believe it. Because it is so unbelievable to think. Even the worst of that will get you one leave for $1,000. Right? Yeah. $1,000 like something's got to be brought. So the first thing I did was I looked at the targeting, are they even targeting the right areas? Yeah. Are they who are they targeting? Is it? Are they like their landing page? Is it working? Are they saying it to a page? Oh, everything worked? Okay. $1,000.00 leads. So what we did was we, we swapped out the what she was saying. And the ads so we still so ad number one was selfie style. And number two was selfie style. So at least our videos like style video. Yep, selfie, just offering the service zoek. We did that. And so there was no change in like how look, we didn't like increase the production, or make it look totally different. We same format. What we did was we changed the words on what we said. And we made one major shift that I think may have influenced the success of this. We made sure that the message was all about the feelings that the customer on the field versus ad number one was about what we did, okay, okay, which may seem very subtle, but it makes a massive difference

Blake Beus  3:02  was this in was was what industries it's a fitness industry. Okay,

Greg Marshall  3:07  so one, one add number one was about leveling up, we do CrossFit. We can get your nutrition plans, we can do all that, right? That's showing the business. And number two was about how they feel. So what are your customers always say when they come in? Well, they're looking for a place to feel included. They just moved here. So they don't really have a gym to go to. They want to be a part of a community. They want to be able to go with friends and family. And you know, so I said, switch all the messaging to that, and talk nothing about the other stuff. Yeah. So we made that shift. And to essentially put on steroids. What we did was the background of the video. I said do the videos in front of the places where your customers live, because this is a local business. Okay. So instead of just saying, Hey, do we live here? We said, like right behind right behind her was like the main shopping center. Okay, that's a very

Blake Beus  4:06  recognizable thing. Vengo ooh, that's cool. I have never thought about that. S