Deep Dive into Ads: Create the right ads and get more members without losing money

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The boss is out getting an MRI, so we went rogue.

Jess and I took over the pod to break down everything we coach our clients on about marketing a gym or studio in 2026. She's nine years in the industry, seven with us, and helps manage over five million dollars in ad spend a year. We can tell an owner's ads are broken without looking at a single metric. This episode is how you spot the same ten things we spot, and what to do instead.

Here's the uncomfortable truth: your ads probably look beautiful and convert nobody. The generic, talk-to-everyone, free-trial playbook is dead.

You've got 1.7 seconds to stop the scroll, and in a trust recession, polished reads as fake. The fix is getting so specific it's almost uncomfortable, and using language you already have in your DMs and sales calls.

In this episode you'll hear: - Why the old generic ad playbook stopped working in 2026 - The offers quietly killing your lead quality - How to build a hero narrative and why a demographic isn't an avatar - The avatar 5x50 framework we give away free - The raw, face-to-camera content converting right now - The only two Meta metrics that matter and the benchmarks to hit - Short vs long copy and why creative beats the buttons you press - The three action steps to start with if your ads are broken

Chapters:

00:00:00 What's different about studio marketing in 2026

00:01:22 The old way: generic, polished, and dead

00:02:53 The offers killing your lead quality

00:06:34 The three coaching conversations we have every day

00:07:12 Building a hero narrative so specific it's uncomfortable

00:08:23 Why a demographic is not an avatar

00:10:52 Why raw and unfiltered beats polished right now

00:12:46 The face-to-camera content that's actually working

00:15:08 The IDEA copywriting framework

00:16:30 Short copy vs long copy

00:19:28 The only two Meta metrics that matter

00:22:07 The benchmarks you need to hit

00:23:04 Where to start if your ads are broken

00:25:24 Step one: get clear on your avatar

00:25:43 Step two: ad copy and creative

00:27:49 Step three: get comfortable on camera

00:29:50 Your first move and the free Avatar 550 framework

If this one got your head spinning in the best way, go deeper: listen to 10x Your Leads in 2025: Why Your Ads Aren't Working (And What To Do Instead) next, it's one of our most downloaded episodes for a reason.

And when you're ready, book your free 15-minute studio check-up here: https://bit.ly/p-your-studio-check-up