How To Make Ad Headlines That Get Clicks [ALEX HORMOZI]

Summary

• I've been looking into ad funnels for both B2B and B2C markets and noticed a common mistake in ads that prevents conversion.
• For fitness ads, it's crucial to start your headline with a duration (e.g., "21 Day," "6 Week") because it sets the expectation of the time commitment.
• The second part of the headline should highlight a benefit or result, like "Six-Pack" or "Detox," ensuring it's creative and relatable to the target audience.
• Include power words like "Challenge" or "Blueprint" at the end of the headline to add impact and give a sense of the program's nature.
• When constructing the ad, the visuals and the headline don't need to be linked, but should capture attention and appeal to the target demographic.
• Use appropriate colors and fonts in the ad design to attract the intended audience, recognizing that different demographics respond to color schemes differently.
• For the ad copy on Facebook, begin with defining who the program is for and, equally important, who it's not for.
• The subheadline ties back to the benefit in the headline and engages interest by addressing a relatable desire or problem.
• Reflect the themes of your headlines in page design for congruence, making sure the landing page reflects the promises and benefits of the ad.
• Segment your funnel campaigns tailored to different demographics for more precise marketing, like separate funnels for men and women, or based on age groups.
• Stick to these basics when creating ads, because the fundamentals are where many fail to maintain consistency, yet they are key to success.
• Following these guidelines should lead to more clicks, leads, and overall better conversion rates on your ads.

Video

How To Take Action

I would suggest looking closely at the structure of your ads, starting with the headline. Make sure to include a duration first, like "21 Day," to communicate the commitment. Then, add a benefit that resonates with your audience, such as "Detox" or "Six-Pack," to show them what they can gain. Sprinkle in a power word like "Challenge" at the end to make it feel significant.

Next, focus on the visuals in your ad. Even if they aren't directly linked to the headline, they should catch the eye of your target demographic. Pick colors and fonts that appeal to them. For example, choose softer colors for women's ads and bolder ones for men's.

When writing your ad copy for Facebook, clearly define your audience. Describe who the program is for and who it's not for. Then, connect your subheadline to the benefit mentioned in the headline, so it's relatable and encourages readers to keep reading.

Keep the themes from your headlines and ad copy consistent on your landing page. This cohesion will reinforce the promises made in the ad and help convert clicks into leads.

Segment your ad campaigns for different demographics, like separate funnels for various age groups or men versus women. This way, your marketing is more targeted and effective.

Stick to these basics. They might seem simple, but they are often overlooked even though they are key to creating successful ads.

By following these steps, you should see a boost in your ad conversions. Remember, it's all about matching the message with the audience's expectations and desires.

Quotes by Alex Hormozi

"If your ad doesn't have that the likely that it's going to convert is much lower"

– Alex Hormozi

"The advanced people just never don't do them"

– Alex Hormozi

"Duration, benefit/results, and then power word"

– Alex Hormozi

"It shows that you're selective and you're going to be more magnetic and repulsive"

– Alex Hormozi

"Good marketers beat mediocre marketers just by not being lazy"

– Alex Hormozi

Full Transcript

sunday hope you guys are rocking and rolling on your sunday morning evening afternoon whatever time zone you are watching or listening to this in um i recently have been doing a deep dive into funnel world um and ads for both b2b and b2c i've been kind of like taking a more frenzy report uh lately and so i wanted to make this because i recently had a gym owner send me some of their ads um and i was like oh crap these are definitely not going to convert and so i wanted to just give um basic headline stuff that will always just make you more money and so um the formula that i've used for all of the fitness ads that we ran that i ran at my gyms and that we continue to run is a simple formula has three parts to it all right the first part is duration all right because virtually every fitness based uh promotion that you're gonna run is gonna be uh x amount of weeks x amount of days whatever right so it's like 21 day 42 day 6 week 28 day 30 day one month whatever that is that's the first piece of your headline okay second piece of the headline and this is what i see people mess up is the kind of uh the benefit or the result okay so it'd be like six-week six-pack if it was for guys right 28-day bikini uh six-week booty 42-day detox uh uh like i'm trying to think um you can i mean if you want to even get a little bit more creative with it you could say like 28-day skinny friend right so now you're like then the copy is gonna reel that in and talk about how um is it wouldn't it be nice to always be the skinny friend right because now you're talking about status within the context of other people so you're looking at the prospect within the eyes or from the perspective of their friend right and so you have duration first okay in the headline and the second piece of the headline is going to be the benefit all right it could be leaning down slim down thin waist um you know small dress like that's where like the um a lot of really popular one was uh a little black dress right because that was the result that was the benefit right and so like like loosen a belt loop like two notches down on the belt loop so try and demonstrate what the result is going to be with the second piece and that's where just being creative as a marketer comes in all right so duration is simple make sure you have a duration first because that's where people wanted to see what kind of commitment or implied when they're going to achieve the result right so it's like if you have a 28-day drop to your belt or drop to belt notches like cool i get it dropped two belt notches in 28 days cool but you're not making a guarantee that's just the title of the advertisement okay the third piece to this is a power word all right and so a power word could be challenge it could be blueprint it could be accelerator it could be intensive it could be um of course i've like while i'm live um but it's words like that that are like program you know what i mean transformation all of those are going to be like the the period at the end of the sentence and so when you're making your ads this is the headline that would go in the banner all right this is the headline that goes in the banner once you've done that like if your ad doesn't have that the likely that it's going to convert is much lower period it's just like these are and what's what's interesting is you're like that sounds so basic alex i see ads all the time from gym owners even in our community that don't obey this and then they're surprised that they're not getting results like i made a video a couple days ago about like it it's like the news like if you look at the way the headlines look on the news they're still the same and they all they do is they just change the characters and your job is the reporters to go and grab the story and capture it right so um duration 28 day benefit you know six uh duration 28 day benefit uh six pack or uh you know skinny waist or smaller jean size or whatever right and then blueprint challenge transformation whatever it is is the third word all right and so that is how you go one two three and that is your formula for headlines now once you have that the next piece is going to be the creative i'm not going to get into the creative too much because i've made other videos about that but using the legion scrambler for whatever you want to put in your video or your image is going to work well right so that's going to be group workouts a pitch of you explaining what it is going to be any images of people sweating together in the group together testimonials work all of that stuff is creative and you can still use the same headline all right the headline doesn't have to be specific to the creative so it's like one of the biggest things that i've learned as a marketer is that you don't need that those two don't actually need to be connected okay i'll tell you where it does need to be connected in a second the next piece that you're going to have to this is when you actually go to the copy so i'm only specifically talking about facebook ads if you're marking on like gdn or other things and like those are banners and you have to have more steps to it but if you're just talking about facebook then what you're looking at then is the first line of the copy is going to be calling it who you want and who you don't want right like residents that are in this area right that's what you're like there's obviously compliance guidelines of making sure that you can't say you and you can't say like um you ladies because you can't identify the prospects cause facebook doesn't like that right and so you're gonna do your best to describe it without calling out um the person individually who's reading okay so it's who we're looking for and if not more importantly who we are not looking for okay that can be the first two lines and then you have your sub head right which is going to be tied back to the headline that we said so it's like if if we said the the 28 day skinny friend you know transformation or skinny friend accelerator whatever program doesn't matter right you go there it's like wouldn't it be nice to be the skinny friend for once we all have those friends right and that's the lead-in that's the lead into the ad it's like we all have those friends it seems like they can eat whatever they want and they never gain weight wouldn't it be nice to know that it's not their genetics it's actually their habits and those habits are programmable and teachable right now i'm like oh this is an interesting ad i want to read more it's like and over the last x years implied authority like we've done this with over a thousand people in this local area alone and right now we're opening up our spot in our 28 day blah blah accelerator and so if you want to be the skinny friend then click over right and say then call to action and so like this is a formula like like hopefully just from the way i'm describing this you can understand how this works so when you're making ads and this is what a lot of people are making ads is on sundays right when you're making the ads start with the headlines for the actual banner on the ad itself all right duration benefit slash results power word then you have your creative that's going to plug in that's really there just to get attention and make sure that they're like they pause and stop all right a fun side note is make sure that the color makes sense colors and fonts matter sometimes even more than the words so if you're doing a meme banner or a banner on the ad you want to make sure that you're not doing black and yellow or black and red for women right women are gonna be like that looks hardcore right same thing you don't want like stenciled spray lettering which is like kind of like hardcore gi joe lettering for women right it's not gonna work as well it has a different feel all right to the same extent if you're new at doing a guys based ad they're doing black and green black and blue like sort of male based colors is going to work fine you just want to make sure that you're matching those two to the prospect you're trying to attract all right and the next thing is like i said is the font right some fonts work either way like permanent marker is a font on google fonts works for guys or girls right so you can have white and pink in part in in permanent marker or font or you can have black and yellow or black and red or blue and black or whatever it is right obviously you can be in the middle and just do blue and white or blue green or blue and white or green and white or you know with black stencil whatever all that that stuff's fine right but make sure that you're matching that and these like these are definitely like the fundamentals like these are the basics but if you're not doing these and you'd be surprised how many people don't do the fundamentals like the advanced people just never don't do them and that's all it is okay so we're going back to the ad so we've got our headline it's in the right font that matches the prospect and it's in the right colors cool we have our creative which we know converts which is gonna be people working out together food pictures uh you know images of like sweaty selfies uh eye based images where someone's staring at the camera selfie pitch videos all of those type of videos work right for creative then uh you have your who you're calling out to to make sure that you both attract the right people but ward away the ones you don't the not the who it's not for is just as if not more powerful than who it is for all right because it shows that you're selective and you're going to be more magnetic and repulsive when you make that right like if you notice recently a lot of the gym launch ads that have come out have been like no personal trainers like we only want gym owners who have over 25 clients or full time have a signed lease and xyz and the reason for that is because we just did a data analysis on the clients that make the most money with us and stay the longest and guess what it's gym owners right and so so we're just making sure that we're 100 clear that that's just who we work with now you if you want to look at your own clients and find out which clients are actually worth the most to you and then put it in your copy ward off the people who aren't good and the people who do read that are like wow that's really me right then they're going to be way more likely to click and then the the quality of the click that you get is going to be much higher all right and the next thing finally is the subhead is the lead in right and that's usually going to be tied to the benefit slash result the middle word of your of your of your headline right and so if you did the 28 day lose two notches whatever transformation right um and this is where you'd have a little image of jeans and a belt or something on the banner right it would make sense and then when you're with the lead-in it's going to tie it back to that because like how is this connected and so you're going to connect that to like hey have you ever have you ever have you've noticed recently that you keep going up in notches every six months or so well the good news is it's not permanent and we know how to fix it right and then you're like boom then you can go into your normal copy okay so um if you were making your ads make sure to use those headlines make sure that the banners are set that way three pieces duration benefit slash results and then power word make sure that if the images slash copy are uh attention grabbing usually like the legion scrambler like just use that um and then when you are uh doing the copy on the top make sure you're attracting and repulsing the right people and then do your lead in your sub headline or what would be your sub headline because you don't want that actually the actual banner it's too many words but you want that sub head because if they read that then they're going to want to find out more they find out more than it's going to tie into what they just read and it's going to be relevant all right once they click from there to the page you want it to be congruent all right so if you're having a 28 day blah blah blah and this is where it's like this is where it takes work this is where like good marketers be mediocre marketers just by not being lazy and so then they make sure the page matches the offer and the benefits and the results that we're talking about on the ad because people clicked it's exactly what they want all right and so that's what we're doing here so you can have two funnels that are running for the same campaign just one's for men and ones for women that's a basic split right if you want to get more granular you can have older women and younger women i would imagine that you probably talked to a 55 year old woman differently talk to a 25 year old girl right of course you would right the messaging changes the way that the page probably looks different etc and so that's where you become a better marketer so anyways i hope that just gives you just like a quick overview in terms of gloss if you're making your ass today because it's sunday which is what a lot of our gym owners do make their ads um follow those guidelines you'll get more clicks you'll get more leads and if you found this valuable tag somebody drop a like or comment if you're listening on the podcast please leave a review alright keep being awesome lots of love i'll catch you guys soon [Music] you